Digital campaigns built around the player journey

Project Background#

Our digital marketing partnership with World of Tanks began by exploring what PC gamers valued as mobile gaming grew rapidly. Together with the brand, we defined those values as enjoyment and fun. Moving beyond messages aimed at tank and military enthusiasts, we reframed the game’s weaknesses as sources of humour and its strengths as sources of enjoyment.

Visit World of Tanks

Delivery#

• Ran campaigns to acquire new PC game players and encourage existing customers to return.
• Replaced separate new-player and returning-player activity with an integrated approach, validating that both groups had similar needs.
• Combined influencer marketing with media strategy, including activity before and after creator content launches.
• Built a predictable media planning framework using objective measures.

Customer Understanding and Research#

The 2018 version 1.0 release followed approximately seven years of operation. Although the game had surpassed one million concurrent players in 2014, we needed to understand the characteristics and reasons behind attrition during the four years before version 1.0. We analysed past reviews and feedback in depth. While game features and other issues appeared to explain departures, the 247COMPASS team identified a separate underlying problem. We defined it clearly and worked with the brand on campaign and content responses.

Implementation and Improvement#

After approximately two years of media, content and influencer campaigns, we could design predictable KPIs to assess budget efficiency and impact on the customer journey objectively. The word “Excellent” in an email from the CMO remains a memorable early compliment.

New Player Recruitment Song — an acquisition campaign#

World of Tanks × Red Pajama Yaco

How would the YouTube comedy-song creator Red Pajama Yaco introduce World of Tanks? We collaborated on a recruitment song and video. After the YouTube awareness campaign, overall digital media campaign efficiency increased by approximately 250%.

Lessons Learned#

World of Tanks was willing to experiment with new creative approaches. Together, we sustained growth in a highly competitive game marketing environment by embracing new challenges, recognising results and continuing to seek better methods.

In January 2021, using the experience and data from three years of 247COMPASS campaigns, the brand launched a creator collaboration independent of seasonal events. No new feature or character was required: it released entertaining videos and songs in a format competitors had not tried.

The mobile-led media strategy for a PC game, developed by 247COMPASS and 1089MEDIA’s content team, became a foundation for growth.

Many organisations emphasise customer-centred communication while their messages remain focused on the service and brand. Work with 247COMPASS to close that gap.