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To build excitement for the official reveal of Call of Duty's latest title, a four-day “Hostile Takeover” puzzle for gamers inside Black Ops 3 culminated in the reveal of the trailer for the newest game, Infinite Warfare.

It began with an in-game event as the bad guys from Infinite Warfare infiltrated the Black Ops 3 universe, leaving behind them a trail of propaganda – enough to get the fans talking.

The next day, the hero from Infinite Warfare, Lt. Reyes, appeared and directed players to the only ‘secure communications channel left’ – Facebook Messenger. Players could interact with the new game’s hero and help him fight the enemy using clues hidden within the game and elsewhere on the internet.

Those that found the codes could unlock the Infinite Warfare reveal trailer, an hour before it was scheduled for full release. Using the fictional Call of Duty world, AKQA and Activision built anticipation and reached millions of avid gamers.