The Web Marketing Association is proud to present this 2017 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
ACTIVISION, RESOLUTION MEDIA AND OMD WEST
ACTIVISION LAUNCHES INTERACTIVE TAKEOVER ADVENTURE FOR CALL OF DUTY: INFINITE WARFARE
Best Entertainment Integrated Ad 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 unprecedented interactive adventure. With Resolution Media, Activision launched an integrated digital 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.