For the release of World of Warcraft: Warlords of Draenor, Blizzard Entertainment teamed up with Liquid Advertising to bring the Iron Horde to one of the most iconic locations in the world, New York City’s Times Square.
GO BIG. EPICALLY BIG.
Blizzard Entertainment turned to Liquid for an epic activation that would presage the invasion of the Iron Horde. We took an iconic yellow New York City taxi cab and smashed it in half with the legendary Gorehowl axe – right in the middle of Times Square, for the whole world to see.
The story of the Gorehowl cab received earned media coverage across more than 50 websites, reaching every corner of the gaming community. Excited players turned to Twitter to praise the stunt, creating a massive online buzz. The execution took over reddit, too, being upvoted 4,632 to reach the #1 spot on the "front page of the internet." In total, the stunt resulted in an estimated 43 million earned media impressions.