PROBLEM:

Massively popular video game Call of Duty launch a new title every year. How could they get gamers excited about the new game,
Call of Duty: Infinite Warfare, when they were still playing the old game, Call of Duty: Black Ops III, every day?

INSIGHT:

The best place to reach these gamers isn’t through Facebook, Snapchat, or Instagram. It’s through Call of Duty’s biggest social media channel – the game itself.

IDEA:

Have the villains and heroes of the new game invade the old game.

RESULT:

A three day cross-over event like never before where gamers across the world were sent on a scavenger hunt throughout Call of Duty: Black Ops III, the internet, and a Facebook Messenger chat bot, working together to find clues that would reveal information, and eventually the launch trailer for Call of Duty: Infinite Warfare.

By engaging with fans directly where they are already spending their time, doing what they love, we built an incredible amount of hype among the fanbase for Call of Duty: Infinite Warfare

AWARDS

Cannes Lions 2018 - GOLD - Cyber - Innovative Use of Social or Community

Art Directors Club - GOLD - Digital Experiences – Guerrilla/Stunts

Art Directors Club - BRONZE - Interactive – Games for Web or Social Media

The Shorty Awards - WINNER - Best use of an emerging platform

The Shorty Awards - SILVER - Best use of Gamification

New York Festivals - BRONZE - Cyber: Interactive Applications/Community Apps

New York Festivals - FINALIST - Cyber: Banners and Rich Media

The Webby Awards - NOMINEE - Social Media, Experimental & Innovation

The Webby Awards - HONOREE - Advertising, Media, & PR - Best Use of Social Media