blizzard - Overwatch Halloween terror canvas
aBOUT THEM
(Biborg.com, 2018) are a digital creative agency who specialize in advertising and audience connection for various clients.
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They are a huge company and have worked with some of the biggest brands in the world. I will be personally taking interest in the game side of the marketing however they produce resources for film companies, cars, sports brands and even fashion products. There isn't really a limit to who they will work for.
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what is their aim?
According to their website they aim for three things when it comes to their clients.
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They want to capture the audience as fast and accurately as possible; promising good outcomes on advertising campaigns and a big following because of it.
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Biborg also explain how they want innovative and never-seen-before interactions with the audience. This way the message can be put across like no other advertisement and have more impact to the audience.
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The final aim is that the work will be of such high quality that it will remembered by people and continue to keep their publicity up.
So what campaigns have they made?
Biborg
blizzard - Overwatch Halloween terror canvas
Blizzard are one of the biggest game production companies currently. They've produced such games as (World of Warcraft,2007) and (Overwatch,2016). This particular campaign for them was for the event upcoming on Overwatch: Halloween Terror!
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The in-game event creates new game modes, skin and maps. So Biborg had to create something to showcase all of this but also keep the audience entertained. The idea of the canvas was to go onto social media and attract people to click on it. It acts as a interactive advert where they can scroll through at their own pace and watch the specially created animations.
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At the end, once it has finished it shows the dates and a play now button which takes people to the Blizzard website to purchase and download the game.
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Compared to some of the other campaigns this seems like one of the smaller and simpler advertising products they will create. However this doesn't mean its less successful or easy to create. A lot of work goes into these campaigns and I personally remember seeing this all over Facebook during Halloween last year. I believe it to be incredibly successful and it did the job for the client which is the main thing.
Horizon zero dawn -playstation
Compared to the last campaign I looked at this was a very different approach. Its a much bigger scale of marketing and covers a lot more than just the Facebook page.
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This was a collaboration between Playstation and Biborg where adverts on various game-related sites. You can hover over the banner and interactive with it like it was a game. Much like the game you can shoot and fight against the enemies and get a real feel for the game. This is unique in a way that as well as visual marketing you combine it with the interactive side of it too.
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Along side this they had multiple adverts with a time lapse from past time to the current time to show the development of the game. This is a good way to foreshadow the genre of the game and what sort of scenery you would be getting used to in game. This is a good way to pull in target audience as they know what sort of games they enjoy and this sort of advert will pull them in.
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Overall I believe from a gamers point of view this is the advert that would make me buy a game the most. Its interactive and allows me to play the game first hand without having to watch someone stream it. The only downside to it is if the gameplay shown is different from the actual gameplay. This could put people off and ruin the game experience however Biborg are such an established and professional company I doubt they would allow this to happen.
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Orange is the new black
I think by far this is my favorite marketing campaign Biborg have created. A shopping mall in France was transformed into a huge 360° cinema with a phone box placed in the middle.
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The viewer is thrown in to the world of Orange is the New Black by (Kohan, 2013) which shows on Netflix. It creates an immersive experience which is like nothing I've seen before. You pick up the phone and get broadcast onto the screens. Also receiving a message from the main character on the phone that only you can hear. The listener will hear some of the story so if you don't know the story you do get filled in and you also get to know the dates its released through smart code wording.
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Not only do you get to be part of the show but you get to experience this incredible 360° display which is enough to wow anyone.
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Personally I think this is the best campaign idea they have done just because of the way its been executed. Its something you cannot avoid and attracts people both do and don't know the series.
