World of Warcraft: Dragonflight is the latest addition to the renowned World of Warcraft franchise. Its brand new expansion has introduced exciting new gameplay mechanics, including the much-anticipated Dragon-riding flight mechanics and the option to customise and own your very own dragon.

We were tasked with creating a comprehensive strategy that would not only entice returning fans to the franchise but also introduce new players to the exhilarating world of Dragonflight. To achieve this, we aimed to develop a cohesive and compelling creative idea that could be integrated into our campaign. Our primary objective was to showcase the new gameplay mechanics in an engaging and exciting manner while simultaneously demonstrating our appreciation for the franchise's dedicated fanbase. The campaign's focus was on building an immersive experience that would encourage lapsed players to jump back in or even try it for the first time.

Imagine a world where dragons aren't just the stuff of legends, but rather, a familiar sight. A world where these beasts are no longer confined to games and screens, but instead, can be owned by anyone. That's the idea that sparked the campaign for World of Warcraft: Dragonflight.

We tapped into the excitement and engagement of the World of Warcraft: Dragonflight fanbase. Who were hyped up by the latest release in the franchise, which introduced new gameplay mechanics, new worlds to explore, and an array of dragons to discover and own.

Our goal was to bring this same level of immersion and adventure to our campaign, by creating a world where dragons were not just a fantasy, but a reality. Through our marketing comms, we aimed to encourage our fans to become a part of this world and to take ownership of their very own dragons.

We wanted to get the mainstream group of people that play video fantasy RPG games and also broaden out to audiences that enjoy popular culture fantasy IP such as Game of Thrones and The Witcher series. Some of this broader audience have never had a reason to play World of Warcaft before and have perhaps historically dismissed the franchise out of hand. The goal was to get this audience to think ‘Oh, maybe this W.O.W. game is for me?’. We did this by delivering an a campaign that shows that anyone can take control of Dragons which is at the core of this game.

Kicking off with mainstream celebrities to get reach and awareness then, to engage the core audience and beyond with interactive technology and high impact media.

The World of Warcraft: Dragonflight launch campaign kicked off in November with a series of huge CG trailers across social channels where TV & Film stars, including Pedro Pascal, David Harbour and Lana Condor, introduced us to their very own Dragons. From this initial brand activation, we took a player-first approach and gave fans the chance to get their very own Dragon. We directed players via owned channels to a custom landing page where they could choose their own dragon and use our AR filter to take a photo or video with it. Fans were encouraged to #ShareYourDragon across social media & some even got to see themselves put up on their own billboards - making them the real stars of the campaign. The campaign culminated in a breakout DOOH activation on the iconic Piccadilly Lights in London to close off the launch campaign.

The Dragonflight expansion sold over 3.4 million copies on launch day,

This was a launch sales record for the World of Warcraft franchise.