GENERAL INFORMATION ABOUT THE BRAND
WORLD OF TANKS CONSOLE MERCENARIES is the biggest ever DLC for the free-to-play MMO action game World of Tanks. The update centered around the post-WWII alternate history, where a nuclear war has divided the world into factions and Mercenaries arise. There is an ongoing battle for resources between factions. There is no vehicle progression in Mercenaries, as all tanks have Elite status. However, tank crews maintain a specific class and skill system.
BRAND MISSION
To become a widely recognized brand as a free-to-play online game among the Social Militaria and Gunny Gamers segments and grow strong and positive associations.
BRAND OBJECTIVES
Use the bimonthly online brand tracker to set ongoing targets by region for both prompted awareness and brand warmth.
BRAND STRATEGY
Target Social Militaria and Gunny Gamers segments via a mix of PR campaigns, sponsorship, and advertising.
BRAND POSITIONING
• Free-to-play
• Team-based
• Aternate history tank battles
BRAND PERSONALITY
• FEARLESS
• DETERMINED
• HARSH
• METAL
• GRITTY
CORE VALUES
• Free-to-win
• Immersive
• Action-driven
STYLE AND TONE
• IRREVERENT
• EDGY
• SARCASTIC