72ANDSUNNY, Los Angeles / ACTIVISION / 2013
In an attempt to increase awareness around the launch of the game and to drive users to our launch trailer, we created the Call of Duty: Black Ops II update to the Action Movie FX app.
Using the existing app with millions in its user base, we added special effects based on the game that users could apply to their videos. Then we partnered with internet video gaming celebrity, iJustine, to create a demo video for the app update and to reach her millions of followers to help spread the word about the app. We posted the app’s update on the Call of Duty website and social channels, and iJustine hosted the demo video on her YouTube gaming channel and other social channels. Several celebrities including Dwight Howard and Chad Ochocinco fueled interest by tweeting their Call of Duty themed videos.
The app helped increase trailer views and awareness of the game’s launch, which culminated in $500 million in sales in the first 24 hours, and an entertainment industry record of $1 billion in 15 days.
Not only did the innovative partnership with such a popular app boost our sales, but it also set an industry precedent for how other video game brands could choose to partner with existing technologies with established bases. Recently, the app removed the Call of Duty effects, and there has been outcry to bring the effects back.