Best Entertainment Social Media Campaign

To unveil the long-awaited Call of Duty: Infinite Warfare, Activision infiltrated 2015’s best-selling game, Call of Duty: Black Ops III (BO3), engaging gamers with a special message in an interactive social media adventure. With Resolution Media, Activision launched an integrated digital marketing campaign utilizing Facebook Messenger, live streaming, chat bots and an in-game takeover.

Starting Friday, April 29, characters and an airship from Infinite Warfare inexplicably appeared within the BO3 game environment with a takeover message, prompting a massive scavenger hunt and online chatter amongst the gaming community. On Sunday, Lt. Reyes, Infinite Warfare’s main character, directed BO3 players to a secure communications channel: Facebook Messenger – the message was also posted via Facebook LiveStream from the Call of Duty page. On Messenger, users interacted with a Lt. Reyes chat bot to acquire additional game information and a link to the reveal trailer.

Resolution amplified the Messenger campaign with paid media and launched a mobile-first Facebook native video campaign. On Sunday, Resolution began promoting the organic Lt. Reyes Facebook post, targeting registered Call of Duty players from Activision’s CRM database along with interest-based targeting across gaming, sci-fi and entertainment.

The in-game announcement and Facebook LiveStream received extensive praise from the gaming community. Resolution achieved remarkable results for the “Hostile Takeover” campaign:
• Targeted Facebook campaign reached 5.2M+ people
• 1.25M video views at a 24% view-through rate
• 15.7K+ ad clicks through Messenger
• 17K post likes, 3.2K shares and 2.8K comments
• 6M+ chat bot messages exchanged

Contributors:

Vice President, Global Media – Activision :	Caroline McNiel
Senior Director, Global Media – Activision :	Simone Deocares-Lengyel
Global Head of PR and Digital Marketing – Activision :	Monte Lutz
Senior Director, Digital Marketing – Activision :	Justin Manfredi
Senior Manager, Digital Marketing – Activision :	Rich Elmore
EVP, Chief Marketing Officer – Activision:	Tim Ellis
CEO – Activision Publishing:	Eric Hirshberg

RESOLUTION MEDIA

Website: www.resolutionmedia.com

Location: United States

About the Agency:

Resolution Media, an Omnicom Media Group company, is one of the largest digital performance agencies in the world. The company manages more than $1.2B in media investments, with more than 1,350 specialists in 60+ offices worldwide. Resolution's international network delivers digitally-integrated, full-service solutions in the areas of search, social, local, mobile, behavioral and content marketing.