CASE STUDY TENNOCON 2023
EVENT PROMOTION
CASE STUDY TennoCon 2023
Overview
Digital Extremes asked Fourth Floor to drive hype and excitement for the first in-person TennoCon event in four years, engaging Warframe players from all around the world to capitalise on the game’s 10th anniversary.
The campaign needed to maximise nostalgia in the core, and drive mass brand awareness beyond, bringing back lapsed players and creators while welcoming in a new generation at a landmark moment in the game’s journey.
The Challenge
Like with most live events, the COVID pandemic meant that TennoCon had been an online-only digital experience for the previous four years. To re-establish it as a physical and streamed even with draw and momentum, we needed to: :
Emotively celebrate 10 years of Warframe, in ways that had reach.
Build excitement for the live event itself, steering in to the physical location.
Elevate official TennoLive stream viewership, by rallying the community ahead-of-time and during the broadcast.
Support core Warframe creators leading up to and during the event, ensuring ease of content creation, and consolidating goodwill between brand and community.
Our Approach
A foundation of streams and VOD content ran through the extended pre-show timeline, building momentum, excitement, and awareness in the weeks before, culminating on the day itself. Synchronised gifting created a focused moment of fandom visibility on social, peaking excitement on the cusp of the show.
On the day, this pre-show narrative flowed into creator co-streams of the official TennoLive broadcast, bringing pre-warmed audiences in to share the moment together. A figurehead, high-profile giveaway, produced in partnership with a notable content creator and teased throughout the pre-event campaign, maximised engagement.
On the show floor, live, in-person, stand-out experiences were created in partnership with big-name content creators. Best-in-class cosplayers creative engineers debuted character portrayals and working robot builds after extended pre-show making-of teaser series, both a massive hit on show streams and on TikTok.
This stunning one-of-a-kind PC was given away during TennoCon 2023.
EXAMPLE CONTENT AND RESULTS
LIGHTNING COSPLAY
High-end cosplay artists, who made supporting content for the build-up campaign then performed their work in-person as invited guests to TennoCon 2023. Ralf and Laura also acted as judges for a fan cosplay contest on the day.
Lightning Cosplay RESULTS
We contracted 52 pieces of original content across multiple platforms. By the end of the activation, Lightning Cosplay had created 109 pieces of content, proving that when creators are passionate about the projects they work on, and confident of a resonant fit with their audience, the campaign value can often explode far beyond the initial request.
In total, Lightning Cosplay’s content earned 30.5M views, with an exceptionally high engagement-rate of 10% across all platforms.
HACKSMITH INDUSTRIES
Hacksmith Industries have proven they can engineer and build some truly amazing mechanical creations in past videos. Knowing how passionate the Warframe audience is about seeing their favourite game-world - a place they occupy over the long term for hundreds of hours - brought into real-life, we were confident that adding them to our creator mix would provide a real show-stopper at the event.
They built two fully functioning robots in the style of in-game characters, which fuelled a wave of excited online chatter and organic fan content.
HACKSMITH INDUSTRIES RESULTS
As well as the contracted videos, the activation generated a great deal of organic fan-generated coverage. Beyond this already-great result, the quality of Hacksmith’s work and the excitement around it at the show prompted other campaign creators to produce content around their work.
Their engineering videos alone collected 1.5M views.