When expanding Overwatch's presence across social networks, we knew that tapping into trends of music and dance was a must to reach across the platform to the multi-cultural audience that Overwatch inspires.
In 2016, Overwatch cut through the haze of cynical military shooters and reductive deathmatch with a vibrant, collaborative cast of characters. Millions flocked to a world that stood for optimism, bravery, teamwork, and a brighter tomorrow.
In 2022, Overwatch 2 needed to recapture this magic while introducing a worldwide audience to a new, free-to-play offering. Returning them to a place where teamwork is king, optimism rules the day, and your favorite heroes are waiting.
With many Overwatch characters having their own music tracks and an emphasis on immersive cultures, we knew that creating musical intrigue was a huge opportunity.
We worked to involve real-world creators, weave in holiday appeal, and create tracks that would encourage creators to make their own content using our sounds.
Blending in the unique cosmetic unlocks available to players, and we had a hit approach on our hands.
Our musical videos achieved more than 500K views and 50K engagements, contributing to the more than 700K followers and 8M likes our TikTok presence has achieved.
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