ABOUT

Background Call of Duty has had a reputation for creating immersive single-player campaigns. A reputation that has dwindled in recent years. Recent games have been criticized for a lack of depth in storytelling and characters. When introducing the next game in the series Call of Duty Vanguard – the focus was to promote its strong single-player campaign. Vanguard takes place during WWII where we follow newly introduced characters that take on the Nazi regime. The strategy became to build a relationship with these characters before the launch of the game, in particular a character by the name of Polina Petrova – a sniper based on the most successful female sniper in history. Idea Call of Duty Warzone is Activision’s free-to-play multiplayer game. It has a strong community of over 100 million players. A great media channel to build hype around the next Call of Duty. In Warzone, 150 players drop simultaneously onto a big map. Every player shares the same simple goal – to be the last one left alive. If you succeed, you get to see your in-game character get evacuated off the map by helicopter as the sole winner. A holy scene for the community that not everybody gets to witness. Three months prior to launch. As the first-ever teaser of Vanguard, we introduced one of the main characters by making a change to the ending scene of Warzone. Instead of successfully getting evacuated by the helicopter. Polina Petrova unexpectedly stole the victory in front of the winning player’s eyes. Results • Cutscene randomly placed in thousands of completed Warzone matches • Coverage in most of the major gaming press. (GameSpot, IGN, Gamesradar, Polygon, NME, Uproxx, Inverse, Venture beat, etc.) • 500+ reaction/discussion videos uploaded by the community on TikTok, Twitch, Youtube, Instagram, etc. Examples: PrestigeIsKey – 1,4m subscribers Inkslasher – 1,08m subscribers 402THUNDER402 – 742 000 subscribers @esportscenter - 526,1k followers @zeffgaming – 1,4m followers @sallyisadog – 2,5m followers Well received by community: "Undoubtedly, this new CoD: Vanguard Warzone teaser has injected more excitement in the community and a desire to see the new game officially revealed soon." – @charlieINTEL (Biggest independent site for the COD-community)