World of Tanks 1.0.
Guinness World Record™$1,501,361 AVE.401 pieces of coverage.
When Wargaming asked us to think big to generate widespread gaming and mainstream coverage for the launch of World of Tanks 1.0, the biggest update to the PC game since it launched seven years ago, we approached an event run by the biggest tank-loving action star on the planet, Arnold Schwarzenegger.
To create hype in the lead up to the launch of 1.0, World of Tanks PC sponsored the Arnold Pro Strongman competition at the Arnold Sports Festival (16-18 March 2018) in Melbourne and challenged the international pro strongmen to set a GUINNESS WORLD RECORD for the ‘Fastest time to pull a tank 10m’, all in front of special guest, Arnie.
We organised the sponsorship, branding, strongman spokespeople and the tank pull setup. On the day, the event was livestreamed internationally so new and old fans could witness the true power of man versus tank. We drove pre and post event coverage around the record, which was achieved by Australia’s strongest man Eddie Williams in 36.65 seconds, and produced a video of the event that we seeded with media to drive interest in the upcoming 1.0 update.
For launch, we pushed out a global release and offered interviews with Alexander de Giorgio, World of Tanks’ Regional Publishing Director, to secure further coverage. We also produced a hands on event for launch with key gaming media to generate game reviews.
We secured 401 pieces of coverage across Australia and New Zealand, with the tank pull featuring on Sunrise (pre & post),The Footy Show (AFL), 7 News Melbourne, 7 News Perth, Southern Cross News, Finder.com.au, Herald Sun, Wellington Times, 3AW, Daily Telegraphy, Daily Mail, The Australian, The West Australian, Fox Sports, SBS News and ESPN. The news was also covered across the world. The estimated advertising value for the ANZ campaign was $1,501,361.