To go beyond the Call of Duty: Black Ops II Uprising trailer and take the approach to make the new DLC feel like a full new title launch the team was challenged get the Call of Duty community involved like never before – To create fresh buzz-worthy content and take The Replacer to the next level of engagement.
GetReplaced.net is a digital experience unburdens players from life’s obligations so they can spend more time kicking ass in Black Ops II Uprising. Through a fully integrated campaign which included rich fullscreen media experience the Replacer can take care of players housework, their bossman, studies or so-called friends. The Replacer is in touch with the internet culture so players can replace their social status with a Replacer video status message. They can also have GetReplaced.net help order food and services or even enter fullscreen interactive computer take over so they focus on playing more.
The return of The Replacer gave SapientNitro the opportunity to create a rich video experience leveraging the celebrity talent from the game trailers and building upon the success of the team’s initial Replacer digital experience. The success of the Black Ops II: DLC 2 campaign went beyond industry press and dramatic community engagement but it directly impacted the sales of the DLC. Black Ops II: Uprising outsold DLC 1 breaking an industry-wide trend of sophomore DLC’s underselling the debut release of downloadable content. The Replacer Returns and GetReplaced.net are now Activision’s benchmark of industry best-integrated campaigns.
Please check out a few other feature Call of Duty projects. C.O.D.E., Activision brand relaunch, Call of Duty: Black Ops II and Call of Duty
Role: Creative Director