The Lord of the Rings: Rise to War Case Study 2022

How rebuilding a pinball machine into a unique diorama successfully promoted NetEase’s The Lord of the Rings: Rise to War

Last spring, our team fought for control of Middle-earth and the One Ring, helping NetEase to launch an influencer marketing campaign on The Lord of the Rings: Rise to War. It is an extremely unique mobile strategy war game where you can participate in the ring’s journey using in-universe factions and fan-favorite characters like Gandalf, Legolas, Sauron, and more!

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This campaign was also different from all the previous ones. This time we collaborated with Squidmar Miniatures, a YouTube influencer, who produced an amazing and unique 30-minute video of rebuilding the rare The Lord of the Rings pinball machine from the stern. Let’s check it out!

Campaign Goal

The campaign goal for The Lord of the Rings: Rise to War was to promote the in-game content: the lore of the game with the ten factions and the geo-strategic gameplay where players can fight for the control of Middle-earth.

Lord Of The Rings Rise To War Seasons 1

We targeted the English-speaking market and focused on producing a dedicated video on Youtube. The whole campaign turned into a fantastic video about a fully customized pinball machine with elements from The Lord of the Rings universe! Squidmar Miniatures spent two weeks on adding miniatures, painting them up, and making dioramas using game workshop figures. The result is mind-blowing!

Meet the Influencer

Influencer Squidmar Miniatures

Squidmar Miniatures

523K+ Subscribers

Campaign Video Content

Fan Engagement

The universe of The Lord of the Rings is definitely one of the most popular ones and has a lot of fans who got really excited about the campaign. Everyone liked the creative approach and the rebuild of the paintball machine impressed literally everyone in the comments. It was a pleasure to see the reviving interest about the game and more new players learning about the title. 

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