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Intro


 

 
 

SCROLL DOWN

Intro


 

 
 

 


bRIEF

How do you get fans excited for the new 2016 Call of Duty® title, Infinite Warfare?


INSIGHT

Call of Duty's most engaged social network isn't Facebook, Twitter, or Snapchat. It's the Call of Duty title that millions of players are playing each day. In this case, that meant Call of Duty's previous title, 2015's Black Ops III – making it the perfect platform to engage fans directly where they were. 


SOLUTION

Call of Duty: Infinite Warfare invades Black Ops III and the living rooms of millions of players.
 

 
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Video


Video


 


WATCH THE CASE STUDY

Working directly with game studios Treyarch and Infinity Ward, we orchestrated a three day event where the enemies of Infinite Warfare invaded Black Ops III’s most popular multiplayer map, NUK3TOWN. Fans were then sent to Facebook Messenger where they could engage with the hero of the new game and receive instructions on how to fight back.

Fans were sent inside the game and across the internet to hunt for a 12-digit code, working together with other fans and forming a direct relationship with the hero of the new game, months before its release.

 

 
 
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Impact


Impact




 


266MM

IMPRESSIONS 
 


 

6MM

MESSAGES EXCHANGED
IN THE FIRST 24 HOURS

 


2.77MM

ENGAGEMENTS
 


 

1.8MM

SOCIAL MENTIONS


 
“This was all about the community coming together to directly participate in, engage with, and learn about the new game. Through a pivotal character from within the game narrative we were able to – for the first time ever – deliver a story that played out through a Messenger bot. And the fan reaction at each step was fantastic."
 

 
"Infinite Warfare's first victory:
 6M bot messages on Facebook"
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"Call of Duty makes inventive
 use of chatbots"

 
"New Call of Duty teasers 
warn of new enemy"
 

 
"Activision sneaks in a
surprise on Nuk3town"
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Quote 2


"They put a fucking spaceship on NUK3TOWN! That is fucking
insane, guys!"

- HollowPoiint, YouTuber (843,946 subscribers)

Quote 2


"They put a fucking spaceship on NUK3TOWN! That is fucking
insane, guys!"

- HollowPoiint, YouTuber (843,946 subscribers)