8legs: World of warcraft

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World of Warcraft’s player-housing promotion shows Blizzard Entertainment’s deeper dive in sports marketing

Blizzard promoted World of Warcraft housing during the AFC Divisional Round at Gillette Stadium.
The event featured a pre-game tavern outside Gillette Stadium and runs from 11 a.m. to 3 p.m. ET.
Blizzard worked with Havas Media Network, the NFL, and the Patriots on the activation.
Blizzard aims to deepen connections with players by showing up at sports events and telling deeper stories.
Blizzard is leveraging sports crossover to reach WoW players who are sports fans.
Blizzard is teasing a link with Zillow during the activation.
The feature teased is player housing, a long-requested addition for WoW fans.
The activation occurred during a major football broadcast with broad potential exposure.
The event included livestreams and cosplayer participation inside the tavern.

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