We spotlighted Overwatch’s most iconic asset—its Heroes—to drive organic engagement through a social-first video series.

 

Each video paired rare Hero voice lines with custom in-game animations to create funny, shareable moments that felt exclusive to fans.

 

By focusing on unique interactions and personalities, we helped current, lapsed, and new players connect with the world of Overwatch in a fresh, entertaining way.

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In 2024, this series generated over 7M combined organic impressions across placements, with a 9.3% total engagement rate. Additionally, these posts have earned 40K social shares alone, telling us that we’ve successfully extended the hype of new Hero announcements in the community with content that our players resonate and identify with.

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These are just a few videos in a long running series. All the Hero Interaction videos can be seen on www.tiktok.com/@overwatch