The Web Marketing Association is proud to present this 2015 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Entertainment Online Campaign
Ahead of the launch of Call of Duty: Advanced Warfare, the 11th entry in its seminal first-person shooter video game franchise, Activision sought to:
- Increase awareness and interest in the game via gameplay and live action trailers;
- Reach its core audience of male hardcore gamers 18-34, first person shooter game enthusiasts and loyal fans of Call of Duty (COD); and
- Surpass historical view counts of its previously released videos
Resolution Media devised a cost-effective multi-channel ad strategy that engaged Activision’s core audience, spurred viral sharing and drove efficient views at scale with granular targeting, leveraging:
- Paid search on Google and Yahoo prioritized Activision, COD, and other brand terms but also targeted game counsel, competitor and gaming keywords (672,000 clicks)
- YouTube’s -1View In-Stream and In-Display video ads (387,000 clicks, 1.1 million earned views, 17,000 new subscribers)
- Google Display Network retargeting (80 million additional impressions, 1.2 million clicks)
- 4 Promoted Tweets on release day (6.7 million impressions, 256,000 engagements)
- Facebook Reach and Frequency ads (extended reach to 20 million, 1.3 million engagements, 885,000 clicks)
- Instagram (2.1 million impressions, 80,000+ impressions)
- Tumblr (3.3 million impressions, 82,000 engagements)
The above strategy drove impressive results for Activision, quickly surpassing historical view counts with its Call of Duty: Advanced Warfare trailers, garnering one million views in less than 10 hours and four million views in less than 36 hours for its gameplay trailer, while also trending on YouTube. The live action Activision trailer achieved 10 million views in just 2.5 days, shattering YouTube view count benchmarks.
Contributors:
| Regional Director, Los Angeles: | Shana Pereira |
| Senior Strategist: | John La |
| Advertising Strategist: | Kasey Michels |
| Advertising Coordinator: | Gabrielle Haynosch |
| Social Media Coordinator: | Ian Garcia |
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.