To brainstorm ways to boost player retention, taking into account the inherent passion of World of Tanks players for customizing their in-game vehicles.
We devised a web event specifically tailored to address this objective but with a twist involving cars. Drawing inspiration from the iconic Americana style, with automobiles as one of its pillars, we centered the event around three quintessential high school subcultures from 1950s America: Greasers, Nerds, and Preps.
Through the Highway Rock site, users had the opportunity to construct their own cars using the parts they earned through gameplay and purchases. These parts served as rewards for their active engagement within the game.
We placed special emphasis on ensuring seamless compatibility among the parts, even when combining different styles that would typically clash. This allowed players to freely mix and match components while designing visually appealing cars. In total, there were an impressive 4,096 unique combinations to explore and create.
To enhance the experience, we provided players with a dedicated Garage section on the website where they could store their vehicles. Additionally, they had the option to share their creations on various social media platforms, allowing them to showcase their customized cars to a wider audience. Furthermore, we enabled players to generate wallpapers featuring their unique designs, further extending the enjoyment and personalization aspect.
It's no wonder that over 730,000 players were delighted with the opportunity to express their creativity and appreciation for cool cars.