Lauching Thiên Long Bát Bộ VNG (Dragon Oath)
Results
SVIP reactivated & mid-core community significantly expanded.
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Objective
⦿ Reignite nostalgia & awareness with the legendary Thiên Long IP.
⦿ Activate SVIP & core gamers from day one.
⦿ Expand mid-core community and nurture long-term guild culture.
Insights
⦿ MMORPG wuxia fans love nostalgia but demand fresh gameplay & higher interaction.
⦿ Dragon Oath delivers “familiar yet new” — blending emotional recall with guild-driven depth, appealing to both SVIP & grinders.
Strategy
⦿ Phase 1: Nostalgia-driven reviews & KOL content to engage core fans.
⦿ Phase 2: Expand & sustain mid-core through livestreams, mini-games, ingame collabs.
⦿ Multi-channel amplification tailored to user segments.
Tactics
⦿ In-depth video reviews highlighting legacy vs new upgrades.
⦿ Livestream collabs: PK battles, guild challenges with KOLs.
⦿ Mini-game activations: giftcodes, trending short-form videos to fuel FOMO.
⦿ UGC from streamers to showcase freedom & customization.
Differentiators
⦿ Clear split strategy between core users & mid-core users.
⦿ “Build guild – build community” content resonated with gamer behavior.
⦿ Strong platform mix: Facebook, TikTok, YouTube for maximum coverage.
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Differentiators
⦿ Unique Gen Z language “thịtttt” → authentic, viral by nature.
⦿ Blending real products with real emotions — no gimmicks.
⦿ A gratitude campaign that still drove footfall & store experiences.
