Call of Duty: Elevating a Game to Lifestyle Status
Objective: Refresh Call of Duty's social playbook and broaden its appeal, turning it from just a game to a wider lifestyle brand.
Approach: Our mission began by establishing a new guiding principle for Call of Duty's social presence . This vision centered on embracing and celebrating the diverse ways fans engage with Call of Duty. Our innovative approach not only secured us the AOR role for COD, allowing multi-season campaign support and planning for "Call of Duty Next" – the game's largest live reveal to date – but also the execution of numerous community events that spotlighted the players.
To further broaden Call of Duty's reach, our influencer partnerships extended beyond the traditional COD community. Collaborating with non-COD influencers, we ventured into unique creations ranging from rugs and nail art to ice sculptures and custom shoes. These unexpected intersections introduced Call of Duty to potential new audiences, further positioning it as a lifestyle brand. This initiative seamlessly aligned with the launch of the COD Shop, where fans can immerse themselves even deeper into the COD world through branded apparel and memorabilia.
Call of Duty Next
In the face of MWII's launch - one of the most eagerly awaited titles in gaming history - COD presented a unique challenge: to elevate the fervor around a livestream featuring the game's debut live gameplay with over 120 creators, yet without revealing too much. With a comprehensive grasp of the brand, I architected a strategic plan, encompassing a detailed run of show and a content calendar
Recognizing our golden chance to stoke the flames of anticipation using minimal content, we leveraged COD creators and and broader influencers, like the Shoe Surgeon, to tap into fresh audience pools. By orchestrating an array of tactics from giveaways to on-the-ground TikToks, engaging social content, and potent hashtags, our goal was crystal clear: dominate the digital chatter, aiming for a Twitter trending moment both in the lead-up and throughout the event.