Tencent
CHIMERALAND360 Global Launch
June 2022 - August 2022
Skills: Art Direction, Content Strategy, Account Management, Creative, Copywriting
Crafted a comprehensive global launch plan, centering around influencer content with PR, media buying, key art design, and other elements for Tencent’s newest MMORPG, Chimeraland.
Assembled an all-encompassing influencer lineup across various verticals while spearheading content strategy and art direction in accordance with the content release roadmap.
OVERVIEW
Influencer Content (Dedicated, Integrated, Livestream, and Creative)
Media Buying (CTV, Display, Direct Buy, and Programmatic)
Key Art (Visuals and Copies)
OOH
PR
Community Engagement (UGC Challenge)
DELIVERABLES
THE WORK (EXCERPTS)
Chimeraland Intro
YouTube Dedicated @WILDCAT
Dedicated video introducing the setup, mechanics, and features of the game with clear CTAs and engaging storytelling.
KV Design
Art Direction + Copywriting
Copywriting & KV Art Direction to drive awareness of Chimeraland’s new patch update - Attack of the Tyrant.
Monsters Unleashed
TikTok Creative @jlaservideos
TikTok creative for an unexpected crossover between gaming and engineering: inspired by the game, Jake Laser invented a hologram-projecting watch for Chimerland’s characters.
Mythological Deep Dive
YouTube Creative @DidYouKnowGaming
Chimeraland was heavily inspired by the Classic of Mountains and Seas (Shan Hai Jing), a Chinese text of mythic geography and beasts.
Proposed and assisted the production of a mythological analysis of Chimeraland’s historical and cultural references with @DidYouKnowGaming.
Nasdaq Tower
DOOH Activation
15s video ad on display throughout the launch period.
Good Boy(?)
TikTok Creative @BrandonB
TikTok creative featuring the variety of character customization in Chimeraland. Brandon B, VFX creator, integrated the game into real life.
Media Buying
Direct Buy: IGN Homepage Takeover
Launch day takeover on IGN combined with other programmatic media buying across various channels.
PR
Global Coverage across Major Gaming Sites
386 total coverage achieved with 17 billion+ estimated impressions.
Livestream
36 Creators Activated
Livestreams in addition to influencer content to build hype for Chimeraland’s global launch.
Community Engagement
UGC Dance Challenge
@OscarTheMagician & others
UGC dance challenge with influencer endorsements.