WoT Blitz x deadmau5 "Hits Different"

Hit different on the Traditional Christmas

Context
World of Tanks Blitz, a long-standing game for 11 years, traditionally launches a grand event before Christmas. With an influx of younger players, this year demanded something unique and unexpected. The goal was to connect with this audience in their own language, offering a Christmas celebration that was fresh and exciting, moving away from the traditional and conventional.

Insight
Younger generations view Christmas and New Year less as a family holidays and more as a chance for a party.

Solution
World of Tanks Blitz teamed up with iconic electronic musician deadmau5 to transform the battlefield into the ultimate party with the "Blitz Hits Different" campaign. The collaboration kicked off with an exclusive video featuring a high-energy track, "Familiars," by deadmau5, setting the stage for an immersive holiday event within the game.

The game featured a deadmau5-themed tank equipped with a music-making kit, speakers, lights, and lasers, along with branded skins, masks, and specially designed deadmau5 battlepass and quests.

Beyond in-game content, the campaign showcased a comprehensive suite of promotional assets and activations, including 88 stunning key arts, 17 unique videos, and themed app store packages. The integration also featured impactful digital billboards, exclusive merchandise, and a fully graffitied tank traveling from Vegas to LA.

The collaboration wasn't just about joining forces; it captured the essence of a fresh and exciting Christmas celebration, resonating with younger players who see World of Tanks Blitz as a game that matches their vibes.