Call of Duty: Advanced Warfare | DIGITAL, Interactive | Creative Strategist
WHAT
No other ‘triple A’ game screams power like the Call of Duty franchise. We created a system that asked fans to prove their power – the more phones and tablets they connected to our central website, the more they could reveal about the latest Call of Duty installment “Advanced Warfare”
Fans were challenged to link multiple devices…
…Revealing exclusive unreleased content
AUDIENCE & INSIGHTS
Call of Duty Faithfuls (ages 12-27) – these are the players that make COD a force to be reckoned with (doubts? see if you can last 30 seconds in a single online session); while they’ve made the game impossible for newbies, they’re the ones who’ve elevated COD into a global phenomenon
More is better – with the advent of 30 min+ playthroughs, sneakpeeks, early-access demos, gamers have upended the traditional wisdom of ‘be brief, be quick’, when it comes to a cash/time-intensive investment, these players want as much intel/content as possible
Tech-drenched – beyond a console at home, a smart tv in the living room, and a phone in their pocket, these gamers feel the ever present, and powerful sway of technology with every swipe and tap; and they’re not necessarily happy about that
CHALLENGE
Beat the repeat – COD faithfuls are beyond familiar with the maps, the mechanics, the weapons and the story arcs. With each passing year, they’re finding less and less of a reason to invest in an updated version of the game.
OPPORTUNITY
Call of Duty: Advanced Warfare boasts an experience littered with near-future tech – gadgets, gizmos, and machines – familiar enough to fiddle with the player’s uncanny valley. We wanted to exploit that familiarity and bring a level of hyper reality unseen in installments from the past
STRATEGIC IDEA
TECHNOLOGY KNOWLEDGE IS POWER
Access, information, and most importantly, technology belongs to the powerful. Let’s uncover just how jaw-dropping, disturbingly close ‘Advanced Warfare’ gets to predicting where our tech inundated lives truly are. This means zapping our fans into recognizing the very raw and very real implications of how tech permeates their lives and the game itself.
SKILLSETS
Brand Strategy – drove digital positioning of ‘Advanced Warfare’, competitor analysis, user research, and commercial approach across web/social presence
Creative Strategy – spearheaded creative directions and strategic approach, led creative brainstorms, briefing sessions, client pitch rounds and stakeholder roadshows
Experiential Consultant – key contributor and advisor across development of all product touchpoints – from web, to social, to digital campaign activations
MILESTONES
Explosion of cross-platform users – with ‘Power Unlocked’ at the center of the COD.com destination, the campaign drove 676,000 unique user device (mobile, tablet, PC) engagements
3X increase in site pre-orders – through the campaign, we drove an additional 174% increase in site traffic to the COD.com pre-order page
Social clout: unlocked – we witnessed a 366% increase in Facebook engagements with our content and a 269% increase in site traffic to COD.com ‘Power Unlocked’ site section