Partnership:

BCRF and Blizzard

Description:

Blizzard Entertainment released the Overwatch title in 2016, which had grown exponentially worldwide, engaging both male and female gamers alike.

In 2018, Blizzard launched the Pink Mercy campaign – designed with BCRF’s mission in mind to save lives both in the game, and in our reality by funding critical breast cancer research.

Mercy's Backstory

Her name is Dr. Angela Ziegler, and with a well-established medical career, she joined Overwatch as the head of medical research. She is a scientist, a healer, and an advocate for peace. Upon joining Overwatch, she took the name Mercy and spends her time on the frontlines healing her teammates.

Activation & Results

Blizzard designed a unique, limited-edition pink skin for Mercy where 100% of the skin’s price supported BCRF.

Campaign Period: May 8 – 21, 2018

Price: $14.99

Promotion: Blizzard social channels, Overwatch social channels, in-game highlights

Extensions: influencer streaming, exclusive merchandise, in-game sprays

Results: A record breaking $12.7 million raised in just two weeks, funding two multi-year collaborative research projects & 25 year-long research grants

Partnership Opportunity:
BCRF/Non-Profit Organizations
Company:
Breast Cancer Research Foundation
Partner/Category:
Blizzard /Gaming & Esports
Timing:
May 2nd Quarter 2018
Target:
Male
Female
Teens
Family
Adults 18-24
Adults 25-34
Adults 35-44
Adults 45-54
Adults
Promotional Elements:
Advergame
Media Elements:
Influencers / Brand Ambassadors
In-Game / In-App Integration
Online
Social Media
Created On:
2022-05-03
Last Modified on:
2022-06-10
Lisa D
Lisa D Managing Director, Business Development and Partnerships Breast Cancer Research Foundation
Tuck

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