In 2024, the 90s are more popular than ever. And brands everywhere are more than happy to capitalize on the nostalgia. But Call of Duty Blacks Ops 6 takes place in the dark underbelly of the 90s. So, Call of Duty hijacked the internet’s favorite decade. And turned their own nostalgia against them, all in an effort to build excitement for Black Ops 6.
It started with mysterious TV/VCR combos sent to popular influencers. The physical media of a bygone era was filled with secrets, references and reveals that the creators discovered live on Twitch with their audiences; ultimately revealing a URL: www.thetruthlies.com
The cryptic website brought our 90s tube TV to the whole internet, acting as a central hub for a broad mix of blended-reality marketing tactics deployed by Activision for the reveal of Black Ops 6. This included video of IRL activations around the world, global front-page newspaper takeovers, wild-postings in major cities, and widely-shared footage of a group of operatives defacing Mount Rushmore with campaign messaging.
Every day for 4 days, we premiered new content and new channels that brought everybody deeper into the dark truth.
Teasers, easter eggs, and never-before seen Black Ops 6 intel were cryptically hidden within the content and functionality of the site, driving speculation and excitement for the biggest Black Ops yet, and driving fans to spread the message across threads and social feeds everywhere.
By the end of the week, a more ominous side of the 90s was exposed as the audience got a glimpse into the dark Black Ops 6 world. And the world’s eyes were opened to the truth: Black Ops 6 is coming to prove your nostalgia has been a lie.
