Background
In the summer of 2025, to support the market promotion of Wuyang—the second Chinese-themed hero in Overwatch —and to deepen the cross-border integration of gaming IP with urban cultural tourism, STARROAD landed a 3-day series of themed events across multiple locations in Chengdu. Through a strategic combination of "naked-eye 3D landmarks + brand crossover + immersive art installations," the campaign boosted character exposure and player engagement.
Challenges
- Deep Integration of Gaming Culture & Landmark Symbolism: How can the power of cultural tourism be leveraged to promote new characters? And how can modern visual art be organically integrated with urban landmarks to create highly striking, "must-visit" destinations?
- High-Standard Multi-Party Coordination & Cross-Border Delivery: The event required coordinating a 30-person core dev team, 30 industry media representatives, over 100 core players, and more than 100 KOLs. Simultaneously, it involved full-cycle cultural tourism hospitality, landmark LED screen approvals, rapid fulfillment for ChaPanda crossover store merchandise, and on-site crowd management.
STARROAD Solutions
STARROAD provided a full-link, one-stop service encompassing campaign creative planning, scenario setup and operations, guest artist coordination, and full-cycle cultural tourism hospitality:
Urban Landmark Naked-Eye 3D & Immersive Art Installations
Built Chengdu Twin Towers as the core media anchor, incorporating Wuyang's "water element" skill mechanics and "Five Elements University Water Academy" lore. Executed a naked-eye 3D light show and multiple themed art check-in spots to vividly showcase character traits.
Local Brand Crossover & Premium Freebie Operations
Partnered with local beverage brand ChaPanda at its Kuanzhai Alley store to launch themed merchandise. Simultaneously customized over ten high-quality freebies—including metal badges, lore comic books, and metal bookmarks—to deepen player emotional connections.
High-Standard Full-Flow Guest Hospitality
Precisely managed itineraries and interactive sessions for the dev team, media, and KOL matrix, ensuring smooth cross-regional hospitality and seamless event execution.
Results
- Cross-Industry Buzz Explosion: The campaign achieved 13M+ impressions across all platforms and 500K+ video views, driving Wuyang-related topics past 10M+ engagement on major social media channels.
- Win-Win in Offline Conversion & Reputation: ChaPanda crossover merchandise sold out rapidly upon release. Large crowds of players and citizens visited Twin Towers and other installation spots for check-ins, successfully achieving mutual enablement between the gaming IP and Chengdu's urban tourism resources.
