In the first-ever integration of Facebook Messenger and a game, Call of Duty's newest title, Infinite Warfare, invaded Call of Duty's previous title, Black Ops III. Across a three-day digital, social, and in-game event, the enemies of the new game took over Black Ops III's most popular multiplayer map, and all of Call of Duty's social channels [24M+ fans on Facebook, 5M+ followers on Instagram]. Fans were then sent to Facebook Messenger where they engaged directly with the new game's hero, receiving instructions on how to fight back. Utilizing cutting-edge AI, fans formed a direct relationship with Infinite Warfare's main character, with the right question unveiling hints about the new game's narrative and some pop culture Easter eggs. Working with other fans across Reddit, Twitter, and Facebook, millions scoured the game and the web for a 12-digit code. Their reward? A first look at the worldwide reveal trailer.

Day One: A mysterious enemy warship from Infinite Warfare appeared over Black Ops III's most popular multiplayer map, NUK3TOWN. Fans and celeb influencers immediately began speculating.

Day Two: More enemy propaganda appeared – taking over the map as well as all of our social channels (including Facebook, Twitter, and Twitch). Speculation reaches a fever pitch as fans dissect every new element they find.

Day Three: In the first-ever integration between Facebook Messenger and a game, the hero of Infinite Warfare, Lt. Reyes, broke through the enemy's defenses and asked fans to meet him on Messenger. Working with Reyes (and with other fans across Reddit, Twitter, and Facebook), players scoured the game and web for a 12-digit code that would destroy the enemy.

Their reward? A first look at the worldwide reveal trailer, as well as exclusive in-game content for the new title that showed off their success.

Once the first changes were discovered in-game, fans went rabid searching the game, web, and social platforms for Easter eggs and codes. Working together, they were able to crack the 12-digit code that unlocked Infinite Warfare's Worldwide Reveal Trailer. Within the first 24 hours of the Messenger bot being live, over 6 million messages were exchanged. The three-day teaser event was picked up by gamer press such as Kotaku and Polygon, and through more mass sites such as Mashable, VentureBeat, and Entertainment Weekly. Through press, paid influencers, and our fans spreading the word, we achieved 266 million total impressions, with 2.77 million total engagements. Tapping into the 24M+ followers on Facebook, we were able to open a new, more direct engagement channel to our fans. This program also signaled the start of a longer-term Messenger strategy for Call of Duty which the brand would return to throughout the year.