Gamers all over the world have been waiting for months for the release of Overwatch, a new multiplayer game from World of Warcraft developer Blizzard. To celebrate the game’s launch last month, Blizzard created a surprise experiential activation in three cities across the globe, surprising fans with something they’d never seen before.
What Blizzard created was a set of giant action figures based on the characters of Overwatch, which suddenly appeared in Hollywood, Paris and Busan, South Korea. The “Colossal Collectibles” even come in giant toy boxes, and each weighed 5,500 pounds.
The giant figures are the creation of Alliance Studio, which used 3D printers to create the statues in pieces, and then went to the considerable effort to paint and stylize them to look exactly like Blizzard’s in-game characters. The results are pretty stunning — especially if you happened to be one of the people who happened across a giant Tracer at Hollywood and Highland, or attended the Overwatch launch event in Busan.
Alliance 3D Artist Aiman Akhtar detailed the creation of the Colossal Collectibles in a blog post at Mold3D. The entire process is as fascinating as it is impressive.
Experiential activations like the one Blizzard and Alliance Studio created are some of the coolest things companies can do for fans, especially because they’re often such a big surprise. They’re great advertisements for Overwatch — the Colossal Collectibles are just plain fun to see in person — and they carry a creativity that marketers and advertisers don’t always think to tap into. In general, experiential activations like these give fans a new dimension to the things they like, and a new experience they couldn’t otherwise have. They’re a way of giving something extra. Rewarding fans for their loyalty and excitement increases loyalty and excitement, and that’s especially great when everyone involved — fan and creator — is having fun.