Call of Duty Mobile needed to increase its social media presence and stir excitement within the community by establishing itself as a more lighthearted and unconventional take on the storied FPS franchise. To do so, Activision wanted to create a trailer that clearly set the game’s tone, with its colorful cast of characters and offbeat humor.
Call of Duty Mobile’s appeal lies in its over-the-top action and vast arsenal of skins, weapons, and finishers. This led to the tagline “Be What/Where/Who You Want to Be,” setting up CODM as a game where one can live out any wild and outrageous wish they could imagine.
Building on the success of our Summer Blockbuster campaign, which featured a throwback rock anthem, we took the next step with an unexpected 90s track: Skee-Lo’s iconic jam: “I Wish.” Using the song’s theme of wish fulfillment as the basis for the trailer, we told the story of a regular soldier driving through a warzone, fantasizing about an extraordinary and extravagant life. He is then transported to a fun and colorful world where all his wishes magically come true in the game.
The trailer takes cues from classic 90s hip-hop videos, from shots of cruising down the streets to partying up and “acting a fool” with the crew in a Hollywood Hills mansion. But these eclectic characters and locations aren’t made-up fantasies—they are actual operators and maps you can play in the game!
The "I Wish" campaign resonated powerfully with fans, delivering the most engaging content in COD Mobile history. With over 170 million views and 872K engagements, the trailer took social media by storm, dominating TikTok and Instagram and igniting excitement across the community. The campaign also fueled explosive growth on TikTok, driving over 225K new followers in October 2024 alone.
