Solution
- Communicated Blizzard's value through multi-dimensional storytelling so that audiences could clearly recognize and experience it: built anticipation through advance publicity such as player interviews and key match previews, while strengthening vivid, dynamic communication around esports
- Rolled out strategic PR programs that spotlighted Blizzard's leadership in the esports market: developed multiple angles illuminating the value of esports both as a sport and as an industry
- Produced in-depth match reviews to share Blizzard esports news, make coverage easier for journalists, and raise awareness and understanding of the leagues
Results
- Deepened media understanding of Blizzard esports leagues and tournaments, including the Overwatch League and Overwatch Contenders, and strengthened press release distribution and exposure
- Drew greater media attention to the league by profiling Overwatch League insiders and a range of industry perspectives across daily newspapers and the business press, elevating the standing of esports as an industry of the future
