Knights of the Frozen Throne Launch PR

Hearthstone, Blizzard Entertainment's smash-hit live-service card game, launches content three times a year in the form of "expansion sets", each introducing new cards, game mechanics, and thematic elements to the game. My role on the Global Publishing team as to lead PR messaging strategy and execution aross all regions.

Challenge

Drive excitement and maximize sales for Hearthstone's "Knights of the Frozen Throne" expansion amid an increasingly competitive online gaming landscape.

Solution

I leaned heavily into the lore behind this expansion, which was based on one of Warcraft universe's most iconic villains, to craft over-the-top messaging rooted in the "undead knight" fantasy of this character and his story arc.

Press Releases

KNIGHTS OF THE FROZEN THRONE™ BRINGS COLD TASTE OF UNDEATH TO HEARTHSTONE®
As the cold shroud of death falls upon the land of the living, Azeroth’s mortal inhabitants shiver with fear—Knights of the Frozen Throne™, the new expansion for Blizzard Entertainment’s smash-hit digital card game Hearthstone®, has arrived. The Lich King—Lord of the Scourge, master of Icecrown Citadel, and wielder of the cursed runeblade Frostmourne—has come to conquer the tavern and those within it, promising power in the form of 135 frosty new cards.
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HEARTHSTONE® PLAYERS BECOME KNIGHTS OF THE FROZEN THRONE™ IN AUGUST
For those in the service of the Lich King, death is only the beginning. . . . Blizzard Entertainment today announced Knights of the Frozen Throne™, the new expansion coming this August to Hearthstone®, Blizzard’s smash-hit digital card game. Adventurers will soon travel to Northrend, where they’ll confront the Lich King and be raised as Death Knights, wielding otherworldly powers and stealing life from their opponents, and ultimately ascending Icecrown Citadel to claim the Frozen Throne—and 135 frosty new cards—for themselves.
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