Influence

Summoners War · Michou

Creative Content & Experiences

Turning Summoners War's anniversary into a YouTube cultural moment

Developed and produced a major creator-led entertainment experience with Michou in France, supported by a wider influencer ecosystem reaching audiences beyond the game's community.

Client
Com2uS
Game
Summoners War
Creator
Michou
Market
France
Summoners War monsters celebrating the game’s 11th anniversary

11M+campaign views

The challenge

Re-engaging a legacy community while reaching a new generation

After 12 years, Summoners War needed to reconnect with dormant players while reaching audiences far beyond its existing community. The ambition was to turn the anniversary into an entertainment moment capable of making the game's universe and mechanics accessible and desirable to a new generation.

What we did

How we did it.

  1. Creative concept & script development

    Built the hero content around Michou, one of France's leading YouTube creators, and actively contributed to the script to naturally weave Summoners War's universe, characters and gameplay mechanics into the entertainment.

  2. End-to-end immersive production

    Managed the project from pre-production to shoot, including script, set design and on-set coordination, ensuring full control over how Summoners War's universe and gameplay mechanics came to life.

  3. Creator ecosystem & amplification

    Activated 59 creators across 70 campaign activations, combining a major hero production with short-form content and a wider creator ecosystem designed to amplify the anniversary beyond the core Summoners War community.

Results

The results.

11M+ campaign views, 905K interactions and 28 additional creators organically joining the conversation.

  • 2.85M

    Hero video above forecast

    2.85M views at D+15 vs. 1.8M expected, +60% above forecast, with an engagement rate of around 5% vs. ~3% average across Michou's previous three videos.

  • 11M+

    Massive campaign reach

    More than 11M views and 905K interactions generated across the campaign.

  • 5M+

    Short-form overperformance

    Short-form content generated 5M+ views vs. 2M estimated, extending the campaign far beyond the hero video.

  • 28

    Strong organic creator momentum

    28 additional creators spontaneously shared content around the activation, generating 44 earned activations, 2.3M views and 185K interactions.

Our Expertise

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