Context
Activision-Blizzard Esports (ABE) is a cultural powerhouse in gaming, with its products, Call of Duty League and Overwatch League, commanding the attention of millions of gamers. One of the main opportunities with ABE is there are many fans of the games (Call of Duty franchise, Overwatch franchise) that may not be ardent fans of the esports league.
Key Problem
The key problems faced by the Call of Duty League is how can we convert casual viewers to become active, engaging loyal viewers? The key issues can be stated as the following:
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Consumer Loyalty Issue - Lack of engagement/conversion from COD casual gamers to loyal viewers of the Esports League.How can we convert casual gamers into active CDL fans - increasing # of loyal consumers?
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Low Viewership How can we increase views for the official CDL broadcast?
The objective of this project was developing a TikTok strategy for Call of Duty League with the aim of boosting consumer loyalty and esports league viewership.
Contribution
As Activision-Blizzard esports digital content team, we build out a Gen Z strategy and roll out the Call of Duty League TikTok channel to instill product awareness and recognition to drive further interest and discoverability across the board. This strategy includes tactics on how to work with influencers to either create content or amplify the CDL TikTok’s channel content.
The following questions were addressed in the strategy developed:
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How should Call of Duty League build their TikTok channel that fits with a Gen Z gaming audience?
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What are best practices for similar types of channels?
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What are the content pillars for this type of channel?
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What is the initial roll-out strategy?
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How should we measure success?