Call of Duty® is one of the most popular video game franchises of all time. The new game, Call of Duty®: Ghosts, was the first available on a new generation of consoles and we were tasked to launch it to the dedicated gaming community in the countdown to Christmas 2013.
We recruited cultural influencers aligned to the CoD audience’s passion points and asked them to put a call out on their social media for squad members to battle it out on the game’s launch night. Wretch 32, SBTV creator Jamal Edwards, DJ Mistajam, hip-hop duo Rizzle Kicks, footballers Andros Townsend and Daniel Sturridge and rugby union star, Tom Croft became the game’s celebrity maiden-play team leaders and brand ambassadors.
The tournament became the focal point of the launch at the Indigo 02 in London. We masterminded an environment that reflected the game’s aesthetic with projections, lighting and imagery. Guests could play the game on high-definition screens in gaming pods and those not able to attend the tournament were able to watch via live web stream. The experience was shareability at all stages to create a buzz on social media.
The web stream was viewed over 55,000 times, #callofdutytime trended in the top five on Twitter in the UK and the event was covered by Sky News, BBC Radio 1 Newsbeat, BBC Radio 1Xtra, MTV News and Capital Xtra. Call of Duty: Ghosts became one the most played video games of all time.