After Mauga, Overwatch’s newest Hero, was announced at BlizzCon 2023, we rode the wave of hype to maintain positivity and conversation ahead of his arrival in-game.
Since he was introduced in a short story back in 2019, Mauga has been the most anticipated Hero within the Overwatch community. Once he was confirmed at BlizzCon 2023, interest broke through from our most core, lore-interested fans into our wider playerbase. To sustain the interest spike that we saw with his announcement, Mauga took over our X/Twitter account, building momentum to keep players engaged with the Hero outside of the game.
“Mauga” announced that he was taking control of the @PlayOverwatch X/Twitter account, and with that we personified him in real-time community reactive – complete with tone and bespoke GIFs.
Above getting to interact directly with their new favorite Hero, the payoff for players was Mauga leaking his own animated short before signing off – driving a massive influx of views and conversation.
This completely organic X/Twitter takeover generated over 9,000,000 impressions in one day, trending worldwide on X/Twitter, peaking at #10. Fans were interacting, asking questions, sharing fan art and playing into the Mauga persona – even requesting more fan-favorite takeovers in the future. Positivity lifted to +11% more than our daily average.
