World of Tanks Server Launch.
Australian players of World of Tanks had pleaded with Wargaming for a local server to improve gameplay. We had five weeks to create a campaign that announced this was finally going to happen. We created the Major Mayhem character to feature in a series of videos and be the iconic call to arms throughout the winback summer period.
Communication to lapsed players via email, PR, digital display, a niche TV buy and launch events in Melbourne and Sydney formed an integrated campaign that saw great results. After only a week, the operating times of the local server were extended from six to eight hours to account for the surge in player numbers. Major Mayhem will likely continue to front the World of Tanks conscription drive!