CLIENT
Tencent
何滔杰, 腾讯互娱传播经理
刘沁, 腾讯互娱品牌经理
宋亚飞, 腾讯互娱市场策划经理
张墨, 腾讯互娱创意指导
林炽成, 腾讯互娱视觉设计
梁杰东, 腾讯互娱品牌经理
王楠, 腾讯互娱市场策划经理
王玥, 腾讯互娱品牌经理
鲍俊州, 腾讯互娱品牌经理
黄超, 腾讯互娱市场策划经理
SUMMARY
In 2018, Tencent's classic shooting game “CrossFire" has entered its 10th year. At this important moment, we hope to recall players’ memories oftheir youth. Therefore, we planned this campaign with a dual theme from “CRAZY" to“FIRE". Through a marketing campaign titled "I am so grateful for the time we go crazy together ", which resonates with players. We shot a short film about players' true stories when they are young, and it really moved players a lot. We simultaneously made a transport ship, which is a battle ground players fight in Crossfire, into reality and let it sail in the Yangtze river for 22 days. We held a gamer's celebration with our slogan "Endless Fire". And released new brand content to enhance players' confidence and expectation of the brand. This marketing campaign has successfully improved the rate of return and level of activity as well as set up a better brand reputation and vitality.
