Developing a Scalable Landing Page Creation System for Blizzard’s Global Campaigns
Objective & Collaboration with External Agency
The goal was to create a scalable platform for regional marketing teams to launch high-performance, post-click media landing pages to promote Overwatch. Initially designed for the European market, the platform quickly expanded globally, reaching millions of users. To achieve this, I led the collaboration with an external agency, ensuring alignment with Blizzard’s vision and marketing needs.
Designing for High-Traffic Surges & Multi-Device Optimization
The landing pages were designed to handle extreme traffic spikes driven by social media campaigns, ensuring seamless performance across PC and mobile devices. The solution leveraged AWS, Node.js, and Google Analytics A/B testing to optimize performance, engagement, and conversion. I ensured the design adhered to Blizzard’s branding while maintaining high responsiveness and scalability.
Balancing Creativity with Performance
A key challenge was finding the right balance between engaging design and fast performance. Data-driven decisions played a crucial role—during A/B testing, we observed underperformance for Reaper and pivoted strategy, ultimately driving most traffic toward the Lucio page, which outperformed the others in engagement.
Challenges & Impact
Working with an external agency required careful alignment of goals, expectations, and execution. Establishing a seamless workflow while ensuring Blizzard’s high design standards were met was a key challenge, but ultimately led to a strong partnership that streamlined future collaborations. Another challenge emerged when the scope of the project had to shift post-launch, requiring the team to rapidly adapt to new requirements while maintaining performance stability. The ability to pivot under these circumstances highlighted the agility of the team and the robustness of the system we had built. Ultimately, this project played a significant role in Overwatch’s global marketing efforts, contributing to its massive launch success, with the game generating over $500 million in its first year.
Conclusion
This project showcased the power of strategic collaboration, data-driven decision-making, and scalable design. By working closely with external partners, we developed a high-performing landing page system that not only followed Blizzard’s strict design guidelines but also played a role in one of its most successful marketing campaigns.
