This past weekend in a subway station in Shanghai, Blizzard Entertainment partnered with
NetEase to create a real life interactive version of their dark portal from the recently released expansion
World of Warcraft: Warlords of Draenor.
The interactive digital signage used a two way camera where passer-bys could see characters
from the recently released expansion as well being placed into the portal itself. It’s truly a sight to
behold watching subway-goers shooting fireballs alongside their favourite MMO characters. This is a
prime example of how a video game company can use digital signage as a tool to enthrall potential
customers, while garnering world-wide attention through advertising.
This advertisement is part of a worldwide campaign that saw Blizzard placing a larger than life
axe through a NYC cab in Time Square as well as completely transforming a Mcdonald’s in china into a
World of Warcraft themed restaurant.