We helped vault the critically acclaimed ‘The Witcher’ franchise into the spotlight with a carefully calibrated recipe of digital, traditional & social media. When the dust settled, ‘The Witcher 3’ had quadrupled its sales over the previous title.
INCREASE IN SALES
OVER PREVIOUS TITLE
GAME SALES AS OF 9/15
ALL ABOUT THE TESTING
The Witcher : Wild Hunt 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. Through this optimization process our engagement was over 30% higher than initial projections.
FRONT AND CENTER
As launch approached, we leveraged remnant TV, online, and outdoor media on major channels such as NBA playoff spots, the ESPN homepage, and even a Times Square takeover to deliver a campaign for that felt massive. 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.