The genius developers of Blizzards, when combined with creative minds of NetEase, make overly awesome promotions. After "World of Warcraft's" 5th Expansion's invaded McDonalds stores, "Warlords of Draenor's Dark Portal" is now situated in China's Shanghai Station.
Chinese commuters were surprised as a copy of the "Dark Portal" of the recently released "Warlords of Draenor" was placed in one of China's busiest subway train stations. Blizzard's marketing partner, NetEase, placed the large box which is patterned in the newly released video game's gateway between Azeroth and Draenor.
"Dark Portal" in Shanghai Station is equipped with a camera and a screen where strangers can take a picture. The modeled large box also "comes pre rendered with various swirling graphics and magic, much like the in-game portal does."
Aside from placing the gateway in the substation, NetEase also arranged occasional appearances of "Warcraft" characters. These playable personas in the hit multiplayer online role-playing game come in full costume and in full character. Shanghai Station walls are also bombarded with "Warlords of Draenor's" posters.
With its numerous exits, which lead to shopping centers and university campuses as well as a Catholic cathedral, putting such detailed and interactive marketing material in Shanghai station is a "fun and smart idea."
This elaborative promo for "Warlords of Draenor's" came weeks after the game invaded several McDonald's outlet in China. Three branches of the well-known fast-food chain were given a Warlords-themed makeover and just like the "Dark Portal," NetEase picked the stores placed in the country's busiest districts.
These efforts were done to promote "Warlords of Draenor" which was released last Nov. 13. Blizzard's new game is the fifth expansion for the massively played online game "World of Warcraft." Seemingly, the advertisement efforts are able to get the buzz that they wanted.
Kudos to NetEase and Blizzard Entertainment!
