NetEase – Experiential & Community Case Study

NetEase Games – Once Human Case Study

Launching NetEase Game’s Once Human at TwitchCon 2024 with an immersive display booth and community experience teasing the gaming giant’s latest post apocalyptic survival title.

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Overview

Since 2023, Media Bodies has been partnering with NetEase Games on their Influencer marketing on YouTube for titles like Naraaka Bladepoint.

But seeing our work on June’s Journey’s 6th Anniversary Campaign, they were keen to expand their partnership to leverage our expertise on experiential and community centred campaigns as well to help launch their new SCP-inspired Open-World Survival Game ‘Once Human.’

So we partnered up to create an immersive booth and community experience at TwitchCon Rotterdam to not only excite gamers about the title’s upcoming launch, but encourage streamers to join their new creator community.

Challenge

NetEase Games leveraged our creative marketing services to help deliver a unique brand and community experience.

They wanted to organise a grand display for their highly anticipated open-world PC game, Once Human, and drive anticipation and awareness leading up to its release.

Simultaneously, they also wanted to launch their innovative Content Creator Program, aimed at building a vibrant, welcoming community of streamers and influencers.

TwitchCon, being one of the world’s premier gaming conferences focused on streamers, presented the perfect stage for both of these objectives.

NetEase approached us to help create something completely unprecedented. The vision was to create a booth that:

Provided an interactive and immersive brand experience that transported attendees into the game’s atmosphere
Gave attendees their moment in the spotlight; allowing them to experience the thrill of being content creators and encouraging them to join the program.

Solution

With the ‘immersive experience’ vision in mind, we set about creating a stand that was an exact replica of the in-game house- complete with all the props and elements like NPCs and the game’s terrifying monsters.

To elevate the ‘interactive’ elements further, we designed the stand as an immersive journey through the house, with each room offering a unique experience.

Players would start their adventure in the game’s kitchen, where they could snap a photo with the NPC and the fridge monster and claim their goodie bag. Next, they would stroll through the living room to be interviewed by our host about themselves and their game expectations.

Finally, they would enter the main room, the gaming area, where they could play the game alongside the developers.

To bring the concept to life, we teamed up with our expert production partners and quickly brainstormed six unique stand designs, each tailored to fit the client’s needs and budget perfectly.

We handled everything from start to finish, coordinating with the conference organisers, and production and logistics partners.

This also involved managing all aspects of importing materials from China to the Netherlands.

Throughout the process, we maintained constant communication with our client, ensuring their expectations were not just met, but exceeded.

Results

The stand was a resounding success, drawing massive queues on both days, with attendees and twitch influencers alike eagerly waiting to experience both the booth and the Game.

Social media was abuzz with excitement, with those at Twitchcon sharing their spotlight moments from their immersive experiences and those not at the event expressing their envy on missing out on the incredible display.

Ultimately, we had a very happy client, having delivered an outcome for NetEase and Once Human that was:

Well within budget
Seamlessly collaborated across with the client team
A unique, memorable and impactful brand experience!

We are proud to have partnered with industry leaders like NetEase Games to deliver exceptional results and exceed expectations. The glowing testimonials below highlight our commitment to providing top-notch service and creating unforgettable experiences.

“It’s a great pleasure to have the opportunity to work with MediaBodies. The Once Human TwitchCon campaign was very successful and we do look forward to the in-depth cooperation in the near future.

– Evylyn Wu, Influencer Marketing Manager, NetEase Games

“TwitchConEU was a new and foreign idea for us but Fran and her team stepped in and delivered an amazing service to us and a fantastic experience for our players and creators. Her team truly stepped up not only in the planning and vision of the booth which was almost perfect, but also in execution. Every guest was treated with a smile and an unforgettable experience with no oversight needed from our team. I sincerely hope we can work with her team again in the future.”

-Sky Shows, Starry Studios. NetEase Games

Examples

Creating a unique and memorable community experience with a ‘Once Human’-inspired immersive booth at TwitchCon.

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