We partnered with Blizzard and Havas on a new activation for WoW, kicking off with Azeroth Aesthetics: a custom Discord-integrated personality quiz celebrating the Housing update in the game and WoW: Midnight.

With Housing now available in the game, users go through a number of questions on a dedicated microsite to find out what kind of aesthetic they could or would put together. Housing is deeply personal and expressive, so it made sense to wrap the campaign around that from our point of view.

Then, of course we let the community do what it does best: share, compare, and talk.

Persistent roles, role icons, avatars, and banners are all assigned once you get your quiz result, driving that association between you and something in the advertiser’s game or movie better than any trailer or influencer stream can. This is opt-in and viral in a closed community space, echoing how those personality quizzes worked on Buzzfeed or Facebook back in the day.

I am obsessed with this format. It is a proven social mechanic that people can’t get enough of in our communities, given it plays so well into identity as a core function of the platform.

This is a prime example of how community-led experiences can build excitement around major product updates, without forcing the message across a wide range of Discord communities, from core fans to adjacent audiences.

If you’re curious, the quiz is live here.

We’ve now seen this format tested and resonate more than once, making it a powerful blueprint for any advertiser with an IP looking to drive discovery, conversation, and emotional buy-in without forcing the message for a launch of a new movie or game with characters, classes, personas, or of course something more abstract like styles of housing!

Big thanks to Dean Takahashi and Gamesbeat for taking the time to deep dive into what we’re building at Wildfire, and why Discord has become such an important place for brands and games to show up properly!

It’s a pretty extensive deep dive of some good news over at Wildfire Towers:
– Launching Spark
– Bringing LFG Holdings on board
– New hires in the form of Aimee Baller and Nohely Garay
– And continuing to build on top of one of the most interesting platforms on the internet: Discord

Speaking of Spark, we are now set up to truly scale. Functionality boils down to three core principles:

Having Dylan and Max backing what we’re doing genuinely means a lot. They’ve seen and built in youth platforms, social gaming, and communities, and their pattern recognition and reputation in the space are invaluable.

Shout out also to Nikki DePaola from Liquid Advertising too for framing how our solutions complement Quests to create a truly holistic Discord activation.

Full article here.

Onwards! 🔥

Nohely joined us at the start of the year as Sr Director, Client Partnerships and Strategy to work with our key clients and partners to move from testing to long term Discord strategy with our distribution, data and creative abilities on the platform.

I’m proud to be able to attract talent like Nohely, and those that work with us will benefit hugely from having a dedicated, senior lead across their outcomes with Wildfire.

If you want to go into specifics of your upcoming campaign, just reply to this email or send us a brief:

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Onwards!