ABOUT

Warcraft The Beginning is an epic fantasy feature based on the popular video game series. We wanted to engage new, non-gamer audiences with the idea of being a real part of the global movie launch.

We took the technology of a film production studio, crammed into a 6x10m pod, to 10 cities around the world. We asked consumers what they’d do if faced with an army or a 7-foot orc, and turned their warcry into a personalised Warcraft trailer, right in the heart of the battle.

Warcry was activated globally in 12 markets and generated 17,395 unique pieces of content that each reflected the high production values of the movie, reaching over 12.5 million on social. It was probably the first time a global film launch has been supported by thousands of individual, personalised trailers.