ACTIVISION: Call of Duty Black Ops 4

Call of Duty has been the king of first-person shooters for the last 10 years, but with the rise of Battle Royale and competitors like Fortnite who appealed to not only the core COD fans but seemingly the entire world, the brand was facing a major challenge.

To survive Call of Duty would need to modernize its product offering and adapt the marketing playbook if it stood a shot, but the problem was to those on the outside, Call of Duty, and it’s community has the reputation of being intimidating.

We needed to show the world that that wasn’t the case by shining the spotlight directly on the community and all of their wonderfully weird creations. To do so we created the COD Content Studio, a place where the brand, creators, influencers and even celebs used the game as their canvas. The campaign rolled out on social media using the hashtag #CODNATION over the course of 3 weeks.

We made over 100 films and saw 5000+ submissions from the community. Even LeBron posted about the campaign, unprompted.

Quick Results:

Broke Playstation and Xbox Store record for digital downloads
Highest selling day-one release for Call of Duty in history
Black Ops 4 was 2018’s best selling game
Regarded as the best performing digital and social campaign in Activision history

Work