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World of Warcraft (WoW) is the largest and most famous massive multiplayer online role-playing game with over 2.5 million subscribers. One to One Interactive in partnership with Blizzard Entertainment launched a machinima music video contest utilizing the tools and resources from within WoW. The contest asked subscribers to create a Machinima music video for the release of Level 70 Elite Tauren Chieftain’s (the WoW band) latest song which was released in February 2008. The contest was held from March 31 – June 1, 2008.

The client’s primary objective was to generate buzz, build affinity, and drive awareness of the Comcast High-Speed Internet with Powerboost brand.

One to One interactive partnered with Blizzard Entertainment to leverage the popularity of WoW to promote and hold the machinima music video contest. The integrated promotional campaign supported Comcast’s desire to align with environments enhanced by a High Speed connection and continued to position Comcast as a leading source for entertainment. This was achieved by being the exclusive US sponsor of the contest, providing an entertaining benefit to the users, and engaging them with the Comcast brand.

This machinima contest presented by Comcast and World of Warcraft was housed on a WoW microsite. WoW asked users to submit a machinima music video for the official Blizzard/WoW band (the band’s name is Level 70 Elite Tauren Chieftain). They released a new song at the beginning of February and users used the lyrics to develop their own music video.

Contributors:

National Director, Media Services:	Sue Slominski
Account Director, OTOi:	Jason Russo

ONE TO ONE INTERACTIVE

Location: USA