To prepare a global promo campaign that would go beyond the conventional norms and leave a lasting impression. We had to inspire gamers, evoke powerful emotions, and drive them to take action. And who was better to lead this campaign than legendary Arnold Schwarzenegger himself?
The Christmas and New Year's holidays hold a special place in the hearts of World of Tanks players worldwide. It's a time eagerly awaited by millions of players, marked by exciting new mechanics, abundant content and a festive atmosphere.
For five years by that time, we had been consistently delivering captivating global promo campaigns during this magical season. Each December, we have strived to inspire and engage our player community with campaigns featuring renowned heroes. And in 2021, World of Tanks brought an icon to the forefront: Arnold Schwarzenegger, the epitome of legendary figures cherished by boys over 30.
The campaign was divided into two distinctive parts, each serving a specific purpose. Firstly, we crafted a heartwarming and magical story that highlighted Arnold's significant impact on the lives of many players, integrating his participation in the Holiday Ops event. This aimed to engage and retain our existing audience, providing them with a meaningful experience.
Secondly, to captivate and attract new players to the game, we devised a fun and playful approach through a series of short videos inspired by Arnold's iconic meme line from the movie Predator. This lighthearted approach aimed to resonate with a broader audience and entice them to join the World of Tanks community.
Additionally, we invested in creating a captivating event identity, conducting a professional photo shoot, designing eye-catching merchandise and producing over 100 supporting media assets to ensure a cohesive and visually appealing campaign.