SUMMARY
As 10-year-old age classic game IP, World of Warcraft silence for many years before the release of 8.0 new version. However，it is faced with the dilemma of overall sharp decrease of topic heat and the number of users .
We found on zhihu that World of Warcraft is not just a game for gamers, but also a matter of youth memories. Take the emotions of players as the creative fulcrum, build a marketing closed-loop of O2O communication by manufacturing across dimensional marketing events, collecting massive UGC word-of-mouth，publishing subway advertisements and customizing subway car.
Engaging topics and immersive experiences are rekindling the flames of warcraft. We created the most influential brand question in the history of zhihu, which not only gained the feelings of old users, but also won the attention of new users. Eventually, the long tail spread， and brand value is efficiently increased.
