Games Workshop is the largest and the most successful tabletop fantasy and futuristic battle-games company in the world. Their major brands are Warhammer and Warhammer 40,000. In addition, they hold a global licence from New Line Cinema for a tabletop battle-game based on director Peter Jackson’s BAFTA and Academy award winning film trilogy, The Lord of the Rings.
Storm of Magic is the first Expansion for the Warhammer game system. The concept is that the winds of magic storm across the world of Warhammer, making everything go crazy, bigger and madder than before.
A new rulebook has been created for the expansion, as well as new models including monsters, wizards and bits of architecture, all of which feature in the game.
To accompany this a big game campaign for stores was devised for summer 2011, where there would be lots of battles going on. Games-workshop.com would record their victories and activities on a campaign-supporting page, featuring a blog, hall of fame, and a results widget so everyone can see which armies are winning in which country. The Social Media project sat alongside this, and encourage the painting side of the hobby.
The aims of the Facebook campaign were to:
- Increase traffic to our Storm of Magic page on games-workshop.com.
- Inspire people to paint wizards and monsters (and buy them to paint).
- Drive sales online and promote in-store activities.
- Boost our numbers of Fans significantly, but organically through friend feeds (think of these in terms of increasing newsletter subscribers).
- Celebrate all aspects of the hobby.
- Enhance our online reputation as being part of the hobby community.
Requirements of the app:
- Be re-skinable, an out-the-box kit for more than one use.
- Maintain the aesthetics of the main campaign and book (we can supply design elements).
- Support physical Games Workshop stores.
- Support sales of products.
- Be entirely measurable.
Zoocha created a Facebook competition application that enabled users to upload photos of their painted models – other uses could then vote on their favourites which over time built up a ‘Hall of Fame’ of the most popular photos. Each user had their own dashboard to manage their images, invite friends to vote, post and tweet, like etc, to ensure the campaign reached the widest possible audience. Zoocha also created a ‘hall of fame’ widget that was used on the Games Workshop website to publicise the top entries.
- Full Facebook API integration including dynamic Open Graph tags.
- Auto-posting of uploaded images into a users wall, with customised messaging.
- Anti-spam measures to prevent abuse of the voting system.
- Full admin moderation of uploaded images.
- Auto-resize of images into 5 different sizes.
Within the first couple of weeks the app received over 23,000 hits, with over 700 images uploaded attracting over 4,400 votes.