Before we get to some thoughts, give this a watch:
Admittedly, as a hardcore World of Warcraft nerd, this made me happy. For those who are not fans, I won’t bore you with the interesting plot twists from that universe (or multi-verse, technically).
What I do suggest you think about is this: that cinematic (as with many of Blizzard’s cinema tics over the years) was just as compelling and well-produced as any motion picture studio trailer.
As marketers, we spend an inordinate amount of time focusing on broadcast media, on one-way “conversations”. This is partly because many marketers grew up in a non-interactive environment, and partly because one-way media is easier to manage and much easier to scale.
The landscape has changed, however, and will continue to change under our feet if we don’t adapt. World of Warcraft is a decade-old example of mass interactive media as over 100 million people have played it, including some of the biggest name celebrities in the world.
That’s just the tip of the iceberg. Games like Ingress are bringing players into the real world, visiting locations around them as our smartphones become our portals to the game world while we navigate the physical world.
Something to think about: if you were going to go all-in on a massive media buy, you might want to look at having a game built for you. As long as you hired the right developers and designers to create a game people actually wanted to play, your media buy might become a franchise of its own.
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