Infinite Warfare Hostile Takeover
Activision challenged us to announce their latest Call of Duty game, Infinite Warfare, in a memorable and innovative way. We realized that to make a significant impact, we needed a social element. Our insight was that Call of Duty’s biggest social network wasn’t Facebook, Twitter, or Snapchat—it was the game itself. Thus, the best platform to announce Infinite Warfare was within the current best-selling game, Call of Duty: Black Ops III.
ClientActivisionAgencyAKQARoleconcept development
Call of Duty's biggest social network isn't Facebook, Twitter, or Snapchat, it's the game itself.
Played by millions daily, Black Ops III was the perfect social network for our announcement. We targeted the vast player base by teasing Infinite Warfare through a 3-day “Hostile Takeover,” where characters and story elements from the new game invaded Black Ops III gameplay.
Over 8 million fans and in-game players participated in the reveal teaser.
The reveal started with the enemy warship from Infinite Warfare appearing over NUK3TOWN, Black Ops III’s most popular multiplayer map. Over the next 24 hours, in-game and online enemy propaganda took over the map and all of Call of Duty’s social channels.
On the final day, fans interacted with Lt. Reyes via chatbot technology, receiving instructions on how to fight back. Their efforts were rewarded with an exclusive first look at the brand-new reveal trailer for Infinite Warfare.
