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Hack in Black

To announce Call of Duty: Black Ops 3, Activision wanted to target the millions of gamers still playing Black Ops 2. Our solution was to hit the fans right where they were — inside of the game itself.  Working with the game developer, we pushed an update to Black Ops 2 maps which included a snapchat code hidden on an in-game poster. When fans scanned it using Snapchat, the code led them to a Call of Duty account where our team delivered the first clues about the game. The results were explosive, with millions of engagements on Snapchat and widespread speculation on the teaser content, leading to the most talked about Call of Duty reveal ever.

Client: Activision
Role: Design
Agency: Edelman LA

*2016 Cannes Bronze Lion Winner
*2016 American Advertising Awards Silver Winner
*2016 Shorty Award Winner

Case study video

Snapchat teaser videos