- Zillow is partnering with Blizzard Entertainment to showcase the new homes in World of Warcraft’s online world Azeroth.
- The new Zillow for Warcraft microsite, created with 72andSunny, coincides with the launch of a new feature within the game that enables players to create their own in-game shelters. The gaming company is launching the feature after years of player requests, as well as to increase player retention.
- The promo will include a mix of player-favorite housing and looks into Blizzard-built homes inspired by Warcraft styles, such as “Stormwind townhouses.” The virtual homes will be presented on Zillow’s Showcase platform, which includes 3D tours and aerial imagery.
The Zillow for Warcraft platform will be showcased in a co-branded campaign that includes paid advertising on Reddit and other social channels, TikTok creators, and Zillow’s social channels. (The experience is only for viewing. None of the virtual homes featured through the promo will be for sale, and no prices or estimates will be listed.) After the launch, Zillow plans to feature new player-created homes for an extended period.
“World of Warcraft player housing has been a dream for fans for years,” wrote Beverly W. Jackson, vice president of brand and product marketing at Zillow, in a LinkedIn post. “When we started talking with Blizzard, the question wasn’t ‘How do we show up?,’ it was ‘How do we honor what this community has built?’”
“This collaboration reflects what happens when two brands and creatives respect the craft, the culture and the fans enough to build something that feels truly at home in both worlds,” she continued.
Earlier this year, Zillow launched a new brand campaign, themed “Someday Starts Today.” The campaign encourages consumers to take the first step to reach their “someday” dreams, including buying a new home. The Zillow of Warcraft echoes that campaign by making imaginary homes feel real.
