Activision
Call of Duty : Warzone Mobile
Call of Duty Warzone is a living legend
THE ASK
Help launch Call of Duty’s most popular game mode on mobile
The popularity of Call of Duty: Warzone on consoles is indisputable, but translating console games to mobile-first audiences is a complex shift towards demos that love more than just Warzone, but the franchise in its entirety.
THE IDEA
Fuel their feeds with mobile gaming culture content that entertains, inspires, and educates
We knew in order to capture the attention of our research-driven target audience, we’d have to bridge the gap between Warzone and entertainment to ignite a new fandom. Moreover, we had to create content that inspired a new audience—familiar with Warzone, but unfamiliar with the mobile experience—to contribute and create in their new seat at the table of familiar IP.
THE EXECUTION
Entertain, educate, engage
We created a slate of consumable content that educates and entertains with a mobile-first direction. From voicemails and infomercials to influencer collaborations and Warzone-themed memes, we drove engagement through a balance of gaming culture and product awareness.
THE RESULTS
Over $1.6 million grossed within 4 days
Despite some bugs in game build, the launch drove considerable revenue in the first days after the launch. The Operation Day Zero activation was particularly successful in the United States (where our team’s marketing efforts were focused), despite mobile-first audiences’ larger presence globally. Launch weekend content generated nearly 2B impressions and 250K+ mentions across social platforms.
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