Sound the Horn | brand-mgmt-portfoli

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WORLD OF WARCRAFT SHADOWLANDS LAUNCH - #SOUNDTHEHORN

After a storied history and continual expansions, the World of Warcraft franchise was starting to lose players and needed an injection of cultural energy and relevance to reinvigorate its subscriber base. To do that we partnered with 14 celebrities from key markets around the globe to create a fellowship chain on Instagram where each celeb called upon the next to join them on their adventure in World of Warcraft. It was a broad invitation united by #soundthehorn to gamers everywhere that got them to rally their friends and made WOW Shadowlands the best selling PC game in history, breaking Blizzard's own record held by Diablo.

Role: Brand Director