ACTIVISION – JORGE CANTERO

COD: MODERN WARFARE

The 2019 release of Call of Duty: Modern Warfare was a reboot of the iconic Modern Warfare series, aimed at re-engaging both long-time fans and new players with a modern, gritty take on military combat.

This campaign was designed to drive awareness, increase engagement across social media platforms, and maximize sales both through first-party channels and retail partners.

WHAT WE CREATED

Video Promos: Produced engaging video content showcasing gameplay, cinematics, and key characters.

Social Content: Implemented interactive posts, behind-the-scenes content, and user-generated challenges to boost engagement.

Partner Marketing: Collaborated with industry partners for co-branded promotions, influencer campaigns, and event sponsorships to extend reach.

SOCIAL CAMPAING

Developed a content strategy that built excitement and engagement leading up to the release of Call of Duty: Modern Warfare.

The approach focused on showcasing key characters, iconic locations, and compelling story development.

Teased content was strategically released, increasing anticipation as launch day approached, ensuring a steady rise in community intrigue and interaction.

TEASE CONTENT

MICRO CAROUSEL

ENGAGEMENT CONTENT

THE OBJECTIVE:

Reignite the Franchise: Revitalize interest in the Modern Warfare sub-brand of Call of Duty, targeting a broad audience of both loyal players and new users.

Drive Sales: Increase first-party digital sales through platforms like PlayStation Store, Xbox Live, and Battle.net, and maximize retail sales through partnerships and advertising.

Increase Social Media Engagement: Expand social media reach, increase brand visibility, and foster a community of engaged players across key platforms.

Leverage Influencers and Esports: Utilize influencers and esports marketing to reach younger audiences and competitive players.

METRICS

Social mentions increased by 100% during launch week compared to previous years. Follower growth surged by 25% throughout the launch month significantly expanding reach and engagement.

MICRO CAROUSEL

DIGITAL AND SOCIAL STRATEGY

Sustained engagement during launch week by focusing on gameplay highlights, cinematic trailers, and multiplayer and story content.

Featured character spotlights on key figures like Captain Price to boost engagement and deepen audience connection.

Drove engagement through interactive narrative elements, including polls, facts, and deep dives into character backgrounds and lore.

RESULTS

Generated over 1 million likes and interactions on launch-related content, driving significant engagement. Launch day saw trending hashtags that amplified the campaign's reach. Video content garnered over 30 million views within the first month on social, with high engagement across likes, comments, and shares boosting overall visibility. User-generated content and gameplay clips amassed millions of views, with players actively participating in various engagement and informative content.

THE TEAM

Creative Director | Motion | Design: Jorge Cantero
Art Director | Design: Oscar De León-Sulecio
Print | Design: Nicolas Echeverria

SEASONAL KEYART

FIRST PARTY TAKEOVER

CONTENT BEAUTY SHOT

SEASONAL ROADMAP

BATTLE PASS

A/B TESTING INITIAL PROCESS

A/B TESTING DIGITAL ADS:

To maximize the impact of Call of Duty: Modern Warfare digital advertising, an extensive A/B testing strategy was implemented. This process involved creating multiple ad variations, each differing in key elements such as visuals, copy, headlines, call-to-action (CTA) buttons, and audience targeting.

Testing Process: The A/B tests were run simultaneously across various audience segments, using the same distribution channels. Engagement metrics such as click-through rates (CTR), cost-per-click (CPC), conversion rates, and time spent on the landing page were tracked and analyzed in real time. The most effective ad variations were then scaled, with underperforming versions being phased out.

RESULTS

Increased CTR: Optimized ads saw a 25% increase in click-through rates, particularly when using dynamic action visuals combined with strong CTAs.
Higher Conversion Rates: Ads that emphasized the immersive experience of Modern Warfare and included in-depth character spotlights saw a 15% higher conversion rate.

Cost Efficiency: Through continuous refinement, the cost per acquisition (CPA) was reduced by 20%, making the campaign more cost-effective while reaching a broader audience.

SAMPLES OF RETAIL ADVERTISING

RETAIL ADVERTISING:

Strategic partnerships with major retailers like GameStop, Best Buy, and Walmart played a crucial role in the success of Call of Duty: Modern Warfare (2019).

In-store advertising, including standees, digital promotions, and exclusive pre-order bonuses, generated significant brand visibility and increased foot traffic across these retail locations.

These efforts resulted in a 15% increase in pre-order sales compared to previous titles. Retail-exclusive bonuses such as in-game items and collectibles further incentivized early purchases, leading to 10% higher pre-order volumes.

BLACK FRIDAY IMPACT:

Call of Duty: Modern Warfare was one of the top-selling items during Black Friday 2019, driving a 20% increase in foot traffic at retail stores.

Aggressive promotions and high demand for the game contributed to a 30% spike in in-store sales, particularly for bundled deals that included additional content or hardware accessories.

INTERNATIONAL SALES:

The game's global reach was bolstered by successful international campaigns, with particularly strong sales in Europe, Asia, and Latin America.

International retail sales accounted for 40% of total sales, driven by localized promotions and tailored advertising efforts.

These region-specific campaigns contributed to a 25% increase in international sales compared to previous Call of Duty launches, especially in key markets like the UK, Japan, and Germany.