How we made World of Warcraft’s first-ever marketing campaign go viral
By Kristen Dunne, Technical Customer Success Manager, Cloudinary
I
n early 2023 we live in a world where YouTube is now seen by two billion people a month watching a billion hours of video, and TikTok is not far
behind. The star attraction drawing views to these two hot platforms is unquestionable: authentic, user generated content, or UGC. The rise of combined video and social appears
unstoppable, so if your brand’s not in this game, it’s very likely losing ground to competitors. UGC helps you grow your community, strengthens customer engagement and loyalty, and can lower your content creation costs.
“UGC-leveraging marketing success doesn’t need any Eldritch magic to understand. It’s about the right level of internal brand control aided by the right level of tech functionality”
28 | MCV/DEVELOP April/May 2023
Of course, there are also risks to manage with UGC including copyright issues and quality control. But there are established tools and processes to manage these so that the benefits can far outweigh those risks. To offer some inspiration on how UGC can boost
your brand, I wanted to share a recent experience of mine from the gaming world. So, strap on your broadsword, cast your Arcane Brilliance mage spell, and enter the fantastic World of Warcraft!
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