Blizzard and Pedestrian launch World of Warcraft activation
It's building hype ahead of the game’s March 3 release.
Blizzard Entertainment has partnered with Havas and Pedestrian.TV on an immersive World of Warcraft: Midnight activation at Federation Square ahead of the game’s March 3 release.
Fans can explore a bespoke pop-up house and lounge, designed to make you feel as if they’re citizens of Azeroth, meet World of Warcraft cosplayers and enjoy free snow cones and giveaways.
“We’re proud to partner with Pedestrian.TV to bring the Midnight House & Lounge to life - an activation that showcases the creativity, community spirit and iconic world-building for which WoW has been known for more than two decades,” said Blizzard vice president and managing director, APAC, Alexis Boulton.
“With fans already embracing the excitement of Housing Early Access, we’re thrilled to offer a first real-world taste of this highly anticipated feature on Federation Square.”
Pedestrian Group CEO Mason Rock echoed that enthusiasm.
“We’re excited to be partnering with Blizzard and the Havas team on this campaign as it allows us to connect with the World of Warcraft community in a fresh, unexpected way,” he said.
“Taking this campaign from URL to IRL, we’re engaging fans not just online and in game, but everywhere our audience lives, plays and creates.”
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The World of Warcraft activation will run from Thursday, 22 January to Sunday, 25 January 2026, from 1pm to 8pm, at Federation Square in Melbourne.
