World of Warcraft: Battle for Azeroth is the latest installment of Blizzard's legendary MMORPG that has lead the genre since 2004. For their seventh expansion Blizzard approached ICHI Worldwide to create fresh new social content that would engage their dedicated fan bases' sense of faction pride. Character spotlights highlighting key character traits, countdowns, Twitter accolades and frame breaking content posted across Warcraft's social platforms generated millions of impressions and helped to boost their player base to over 3.2 million at launch.