Call of Duty
The brand-new Call of Duty invades the old game.
While we could have announced the new Call of Duty game, Infinite Warfare, through any number of paid media outlets and reached millions of people. But why do that when you can deliver a memorable message through the game itself?
Role:
Strategy Lead, Creative Concepting
“Overall, the strategy is both practical and delightful—practical in that it’s so targeted (it’s like if Disney could put an ad for the next Star Wars inside the current Star Wars—though of course, games can do this and movies can’t), and delightful in that it gamifies the very announcement of a new game.”
Results
More fans and in-game players viewed and engaged with this tease than any previous Call of Duty reveal tease.
In-game Participation - More than 8 million players participated in the in-game tease in Black Ops III.
Messenger Engagement - Fans exchanged over 6M messages with the Call of Duty Messenger experience within the first 24 hours.
Media Coverage - 171 million media impressions with 43% positive, 0% negative sentiment, including coverage from Mashable, EW, Adweek and CNET.
Social Media - 94 million social media impressions, fueled by 1.9 million engagements and 238k mentions.
Year over Year Increase - 5x more impressions, 8x more engagements and 2x the number of mentions across Facebook, Twitter, Instagram and Snapchat compared to last year’s highly successful tease program.
Awards
Gold Lion - Cannes Lions International Festival of Creativity - 2017
Most Innovative Use of Social Media or Community
Webby Awards 2017
Honoree for Best Use Of Social Media
Nominee for Experimental & Innovation
2x ADC Awards 2017
Gold - Digital Experiences - Guerrilla / Stunts
Bronze - Digital Interactive - Games for Web or Social Media
4x Shorty Awards 2017
Best Use Of An Emerging Platform
Best Use Of Gamification
Best in Games
Gold - Best Use Of Facebook
2x The Drum Social Buzz Awards 2016
Gold - Most Innovative Use Of Social Media
Gold - Best Use Of Facebook