One of the leading reasons people play Overwatch is the Heroes – each with a deep backstory, unique character design, and personality. Each Hero has a variety of voice lines that players hear in different scenarios, which are a great way for Overwatch 2 players to get to know their vibe. The primary objective for the series is to drive engagement and brand affinity.
Since our Heroes are the most recognizable part of Overwatch, we leveraged them to drive organic engagement through a video content series that current, lapsed, and potential players would all find approachable and engaging.
We created a series of videos that used the most rare Hero voice lines to give players insights into the personalities of these characters in a fun and entertaining way.
We created comedic moments by pairing these rarely heard voice lines with custom captured in-game animations. This deepened our players' relationships with the entire Hero roster in a social-first, humorous, and engaging way. By selecting more rare versus frequently heard voice lines, the videos made the series feel more exclusive and special to those following Overwatch.
Each video focuses on a single Hero’s interactions with other characters and the world around them, helping players connect to Overwatch in a new way, and giving them a way to share the in-game world with their friends through social media.
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.
