In a space as crowded as gaming on social media, our objective is to cut through the noise. For this campaign, we connected our brand to culture by leveraging Valentine’s Day in a way that feels authentic to the Overwatch brand.
2023 marked the first Valentine’s Day since the launch of Overwatch 2, and it’s safe to say love was in the air. The star of the celebration was resident archer and playable Hero, Hanzo, who took on the role of Cupid. With a limited-time game mode and holiday-themed cosmetic bundle, Cupid Hanzo spread romance all across Future Earth. The Valentine’s Day experience wasn’t limited to an in-game experience, though. Cupid Hanzo also starred as the host of “LOVERWATCH”, a web-based dating-simulation game that gave players a chance to win the hearts of their favorite Heroes. Mutiny was tasked with capturing the spirit of these Valentine’s Day activations and spreading the love to our fans through social media.
Cupid Hanzo’s job was to make people fall in love with each other. Our job was to make people fall in love with Cupid Hanzo. We created tongue-in-cheek social content that leaned into Hanzo’s dreamy appearance and turned him into the community’s resident heartthrob. Next up was the trailer for “LOVERWATCH”. In an effort to create something that felt true to the dating-sim genre, we leveraged a mix of bubbly fonts, up-beat Japanese Pop music, and self-aware messaging.
In addition to the content surrounding our in-game Heroes, we also celebrated the genuine human connections that our fans have made through Overwatch. To do this, we kicked off a Twitter activation called #WeMetOnOverwatch that encouraged our fans to share their stories about romantic partners, best friends, and die-hard duos they met through the game. Our favorite submissions were surprised with custom Overwatch sweetheart candies.
This campaign garnered 4.1 million owned views, 3.5 million reactive impressions, and 11.8 million overall impressions. We gained the attention of media outlets like Forbes, Wired, Polygon, IGN, USA Today, The Verge, and GameRant.
