Connect you to your inner soldier was the Call of Duty relationship platform we established with Call of Duty: MW3 that made the title the biggest selling title in history. The digital strategy was a cause shared by all types of gamers and at all ability levels – which united them to the brand.
For Call of Duty: Black Ops II we built upon the dynamic community driven hub by delivering continuity across the marketing beats through motivative sharing, leveraging mobile as an essential experience channel, activating the core to engage the larger mass audience and uniting the global community.
The site engagement saw an incredible average time of 8 minutes, increased unique site visits by 259% with repeat visits up 1003% and totals up by 449%. The reveal saw pre-order Sales up 30% on the day of the reveal and helped Increase video views by 82%. Reached 1 Billion dollars in Sales in 15 Days to be the biggest entertainment franchise for the 4th year in a row.
With the fourth and final DLC Map pack for Call of Duty: Black Ops II, the team was challenged to create a massive frenzy of pre-order and purchase interest without the support of paid media. Taking advance of the scale of the Call of Duty community the team created a series of vibrant digital engagements that ignited the core around the release of DLC 4 and their final zombie mode called Origins. Through a series of WWI era recruitment character posters, conspiracy photos, blueprints and scientific document teases the digital campaign delivered Treyarch’s highest engagement numbers ever and generated on average 10K new page likes per night of a campaign asset release.
Please check out a few other feature Call of Duty projects. C.O.D.E., Activision brand relaunch, Call of Duty and my favorite The Replacer.
Role: Creative Director