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World of Warcraft: Planet Azeroth
Blizzard turned comedian Bill Bailey into a Dwarven adventurer and sent him around Azeroth to present Planet Azeroth, a three-part parody of nature documentaries. The series gives the game’s landscapes and creatures a playful wildlife-show treatment, ahead of the release of World of Warcraft: Forever.
Why it worked: It hijacked the well-trodden Planet Earth format with a beloved comedian in full Dwarf makeover, timed to a launch-week drop.
The lesson: Consider parodying a mainstream TV format with a surprising host transformation, releasing episodically to tee up a timely product moment.
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