While Hoyoverse had already made its mark with successful titles like Genshin Impact, Zenless Zone Zero presented a challenge: introducing players to a brand-new world populated with unfamiliar characters and lore. This required a campaign that would not only capture attention but also effectively communicate the game’s unique identity and appeal to a broad audience.Â
Zenless Zone Zero Launch Campaign
Hoyoverse
LAUNCH CAMPAIGN
THE CHALLENGE
THE STRATEGY
To introduce this new world to players, we developed a multi-faceted marketing campaign that would seamlessly blend the digital and physical realms, immersing fans in the world of ZZZ.
Our strategy centered on creating unique, shareable experiences that would spark conversation and organically grow the ZZZ community. We aimed to create moments that would resonate with players long after the campaign concluded.
Santa Monica Pier Activation
The crown jewel of our campaign was a massive takeover of the Santa Monica Pier. Fans flocked to the event, drawn by exclusive ZZZ swag, themed photo ops, and the chance to interact with talented cosplayers who brought their favorite characters to life. A towering Bangboo balloon served as a central landmark for the festivities, marking a memorable experience for all attendees.
The highlight of the Santa Monica Pier event was a breathtaking drone show, the largest ever seen on the pier.
One thousand drones danced and swirled in the night sky, forming iconic ZZZ characters and symbols in a mesmerizing display of synchronized movement and vibrant light.
This unforgettable spectacle solidified Zenless Zone Zero’s place in pop culture and marked a triumphant launch for the game.
ZZZ x Pinfinity
Partnering with Pinfinity, we created limited-edition Bangboo pins, featuring ZZZ’s lovable mascot.
These collectible pins quickly became a fan favorite, not only for their adorable design but also for their ability to unlock interactive augmented reality experiences through the Pinfinity app.
Venice Beach Mural
World-renowned artist Gian Galang brought Zenless Zone Zero to life on the streets of Venice, California, with a massive mural showcasing the game’s iconic characters and urban aesthetic.
This movable masterpiece became a social media sensation and a traveling billboard for the ZZZ brand.
After it’s stay in Los Angeles, the mural traveled south to San Diego for Comic Con!
ZZZ x LoFi Girl
A collaboration between Zenless Zone Zero and the beloved Lofi Girl, resulted in a series of chill lofi remixes of the game’s soundtrack.
The unique blend of music and visuals resonated with fans worldwide, introducing ZZZ to a new audience and generating significant buzz online.
Out Of Home Campaign
In addition to the mural, series of eye-catching out-of-home installations popped up throughout downtown Los Angeles and New York. These installations, showcasing HoYoverse’s stunning visuals, transformed ordinary cityscapes into immersive ZZZ experiences.
From towering billboards to interactive displays, these visually stunning placements showcased HoYoverse’s design prowess and immersed urban audiences in the vibrant world of ZZZ.