Final Fantasy XIV: Heavensward was the exciting expansion to Square Enix’s massively multiplayer online game Final Fantasy XIV: A Realm Reborn. With the new expansion, Square Enix wanted to re-engage lapsed users and introduce new users to the Final Fantasy MMO.
Final Fantasy XIV is a game with strong community elements and an emphasis on competitive play. Square Enix wanted a campaign that highlighted these features in an organic manner.
Ultimately Square Enix wanted to ensure that this campaign not only reached
a significant number of gamers but also engaged
them with great content.
Waypoint Media decided to make community the center-piece of the campaign. Fourteen of the top Twitch content creators from two distinct gaming communities were selected to play alongside one another as they the world of Final Fantasy XIV.
Content creators were chosen by Waypoint for their high level of community influence and strong personal brands. This included current and former esports professionals, Twitch entertainers and streamers specifically known for playing new game titles with their fans.
One of our key metrics for measuring campaign engagement is viewer hours
. Viewer hours combines two key measurements: how many people were watching and how long they were watching for.