At the peak of the viral 6-7 trend across social media, the Overwatch developers jumped on the opportunity to develop an in-game emote for one of their Hero’s, Soldier: 76. This emote was equipped with a customized skin for the Hero with a ‘67’ jacket and the notorious hand gesture for the ‘6-7’ trend sweeping pop culture within the Gen A and Gen Z demographics. Overwatch developers even had the voice actor record bespoke voice lines to go with this emote.
Mutiny supported this by creating a meme-style video showcasing this adaptation of the viral trend depicted through the world of Overwatch and Soldier: 76. At the time this was released on social, it was originally planned to simply be a meme that would not actually be added to the Live game - however - after the overwhelming reception of this social moment, Overwatch game developers decided to integrate this as an official emote for players to access globally.
With the quick thinking and speedy execution of the teaser and release of this official in-game emote, Overwatch was a front runner in the gaming space for jumping on the “6 7” trend and garnered massive engagement for the brand. Several weeks after Overwatch officially released this viral hero emote in game, there was an increase of competitors jumping on the trend as well. Within the first 7 days of the initial publication, this video earned more than 7M video views, more than 159M impressions, and more than 1.4M engagement across O&O channels, organically.
