Overwatch Payload Tour

Overwatch Payload Tour

Blizzard Entertainment
Summary

The diverse cast of Overwatch heroes has inspired a huge and devoted cosplaying community. To celebrate those fans and inspire new ones, Blizzard Entertainment asked Liquid to create a completely new and unique activation for gaming, entertainment, and geek culture events across North America.

Background

The Ultimate Cosplay Experience

We designed and produced the first-ever Overwatch Payload Tour, featuring a one-of-a-kind photo experience that digitally inserts cosplayers and friends into an immersive, rotating 360-degree game environment. Participants pose together on an elevated and motorized stage in front of a curved greenscreen, as our camera captures the perfect, spinning Michael Bay-style hero shot. As they step off the stage, the compositing system places them in the scene, and everyone receives the branded clip to show off on social media.

As an extra reward, each participant receives a collectible Overwatch hero pin. And, each day of the event features a different map from Overwatch, so fans can come back every day for a brand-new photo.

The Overwatch Payload Tour is traveling across North America this Summer and Fall.

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Yakuza 6

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Battle for Lordaeron

Battle for Lordaeron

Blizzard Entertainment
Summary

At BlizzCon 2017, we introduced World of Warcraft 8.0 by bringing the epic Battle for Lordaeron to life with a 13,000 square foot diorama featuring more than 10,000 actual World of Warcraft player characters.

10,000+

UNIQUE 3D PRINTED CHARACTERS

LARGEST VIDEO GAME DIORAMA

1300+

SQUARE FEET OF HANDPAINTED LANDSCAPE

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Yakuza 6

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Yakuza 6

Stories of the Dragon

Sega
Awards

Summary

To celebrate the release of Yakuza 6: The Song of Life, we partnered with Sega and director Christopher Ewing to explore the legend of the Dragon of Dojima from an unexpected point of view – through the eyes of a few memorable characters who had small but important parts to play in Kiryu’s adventures over the course of the series.

Background

Filmed on Location

To create an authentic sense of place, we filmed each of their stories on location in Japan, capturing the unique light, grit, and beauty of the world that has captivated fans of the series for over a decade.

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Mafia III Launch

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The Witcher

The Witcher: Wild Hunt

CD Projekt Red
Awards

Gold IAC

Summary

We helped vault the critically acclaimed ‘The Witcher’ franchise into the spotlight with a carefully calibrated recipe of digital, traditional & social media.

400%

Increase in Sales Over Previous Title

6MM

Game Sales As of 9/15

Background

All About the Testing

The Witcher is undoubtedly a complex game. Without knowing which assets or creative would do the best job connecting with each target audience, Liquid conducted thorough creative experimentation and testing throughout the campaign. We ran three TV spots, over 30 video variations, tested over 200 arrangements of Facebook ads, and six different banner types. To optimize the creative for ultra specific audiences, we set up and track over 2,000 placements for the digital campaign. Through this optimization process our engagement was over 30% higher than initial projections.

Result

Front and Center

As launch approached, we put the game front and center with as much video, asset support, and asset creation as possible. High profile game streams helped the Witcher trend on Twitch.tv during launch week. A series of PewDiePie videos showcased the game’s excellence to mainstream gamers who had never played Witcher. A Twitter campaign promoting a Conan O’Brien “Clueless Gamer” segment had engagement rates north of 15%. Content integration with the top endemic gaming sites ensured that Witcher felt ubiquitous to core gamers consuming editorial that week.

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Corsair One

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Uber Mad Max

Mad Max at Pax

Warner Brothers Interactive Entertainment, Uber
Awards

Gold GMA, Silver Clio, Gold IAC

Summary

Ride to Valhalla in your very own wasteland Uber, take selfies with the War Boys, and share it all on social media.

286+ Million

Earned Media Impressions

Background

Riding With the War Boys

Warner Brothers Interactive Entertainment asked Liquid to develop a high-impact PAX activation to promote the release of the Mad Max video game. Partnering with Uber, we created a once-in-a-lifetime opportunity for people in Seattle to request a ride in an amazing and authentic Wasteland battle car. Custom in-app images, icons, and messages promoted the game launch to Uber app users.

Result

A Massive Response

The execution not only entertained hordes of giddy onlookers, but also generated huge global brand awareness for the new Mad Max video game and Warner Brothers Interactive Entertainment. Tens of thousands of fans shared their images on social media, and the hashtag #MadMaxAtPax alone generated an estimated 286 million impressions around the world. The wasteland rides were featured on the front page of popular media outlets, including The Verge, Complex, Maxim, Entertainment Weekly, Popular Mechanics and Business Insider.

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Deus Ex: Man Divided

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Deus Ex: Man Divided

Deus Ex: Man Divided

Square Enix
Awards

Cannes Lion, Gold Promax, Silver Promax

Summary

Showcasing how technology continues to help humanity, Open Bionics collaborated with Square Enix and made fiction a reality.

Background

Blurring the lines of fiction and reality

To capture the attention of existing and new fans to the franchise, we positioned the game serving a heavy digital presence online as well as our many out of home activations spanning from LA, NY and Latin America. Thinking bigger, we had Square Enix and CNN collaborate with the leading researchers in bionics to hold the Human By Design conference. The conference showcased the future of bionics, paving the way of how technological and human integration will be used in the near future.

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The Witcher III

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Corsair One

Corsair One Launch

Corsair
Summary

A critical moment in Corsair’s history. The new product needed a name, a brand strategy, and creative executions for launch.

Background

Brand strategy and visual identity

To outflank established competitors like Razer, Alienware, and HP, we had to to carve out a new position that would make buyers think differently about the typical “gaming PC,” which can often be a loud and awkward mix of plastic and testosterone. We needed to define Corsair’s new PC as a beautifully-built, near-silent object of desire, without losing sight of the reputation for engineering excellence and reliability they had earned from years of producing well-regarded internals. At the end of our process of research, discovery, and strategy, we arrived at just the right name and product story – the new “Corsair ONE” would not only mark the company’s first move into the packaged PC space, but would also represent the fusion of many individual Corsair-made internals into a single, bespoke packaged product.

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Mafia III Launch

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