Call of Duty invades the living rooms of millions of players
INSIGHT Call of Duty’s biggest social network isn’t Facebook or Twitter or Snapchat. It’s the game itself. So there was no better platform to reveal the next game in the Call of Duty series, than by using the best-selling game of the year — Call of Duty: Black Ops III.
IDEA
The new game invades the old one.
Fans first noticed something suspicious when the enemy’s warship appeared above NUK3TOWN, Black Ops III’s most popular multiplayer map. 24 hours later, the enemy was spewing propaganda in-game and online, across Call of Duty's social channels. In the final day, fans were sent on a mission to find hidden codes spread throughout NUK3TOWN and across the internet that would help the good guy – Lt. Reyes – fight back. Players reported to Lt. Reyes on Facebook Messenger to receive their instructions and their final reward - a first look at the Infinite Warfare reveal trailer.
Peeps went wild.
AWARDS
CANNES LIONS
GOLD: Innovative Use of Social
NY FESTIVALS
THIRD PRIZE AWARD: DIGITAL (CYBER) COMMUNICATIONS: Interactive Applications/Community Apps
FINALIST: DIGITAL (CYBER) COMMUNICATIONS: Banners and Rich Media: Products & Services
THE SHORTY AWARDS
Best use of an emerging platform
Best use of Gamification
Best in Games
ADC AWARDS
GOLD: Digital Experiences – Guerrilla/Stunts
BRONZE: Interactive – Games for Web or Social Media