With over 5 years of content and millions of players worldwide, there’s never been a better time to jump on to Call of Duty Mobile, one of the top mobile shooters in the market. Yet many fans remain unaware that their favorite game has actually been reimagined for mobile - for free. To highlight their continued investment in the future of the mobile game, Activision wanted to create an integrated blockbuster campaign that would ignite FOMO for uninitiated fans and establish the game as a true Call of Duty experience that you can take anywhere.
Led by the messaging strategy of “The Action Keeps Coming,” the Summerfest campaign came to life on multiple fronts across AV, OOH Print, and Social.
The Summerfest trailer took the messaging quite literally, and featured a single unbroken shot that brought the viewer seamlessly across multiple maps where the action kept escalating with each scene. Establishing the summer vibes and the ability to play anywhere, the trailer starts with a player launching the game on the beach, before the camera takes the viewer through classic fan-favorite Call of Duty arenas. The nostalgic summer anthem “You’re Gonna Go Far, Kid” by The Offspring immediately hooks the target age demographic and sets the more lighthearted tone of the game.
As part of the integrated approach, the OOH campaign took scenes from the Summerfest trailer and customized them to make stunning key art that highlighted memorable characters engaged in intense action across different iconic maps. These eye-catching pieces were strategically placed in high-visibility areas in key markets, such as subway stations and bus stops, encouraging players to download and play the game right on the spot.
The campaign extended on social media and helped launch CODM’s Tiktok channel with over 30 creative assets, from funny and relatable meme content to bespoke gameplay capture and heavily art directed pieces. The social campaign showcased the various ways players can get in on the action anywhere, capitalizing on known player behaviors and humor.
The Summerfest campaign was a massive hit, igniting the CODM community like never before. Player numbers skyrocketed, and engagement went through the roof—fans were more active than ever on social, with interactions surging 84% on Facebook and 103% on Instagram. The brand-new CODM TikTok channel exploded, racking up over 200K followers in just seven weeks. Meanwhile, the Summerfest trailer became an absolute sensation, amassing 260 million views and 650K engagements. The enthusiasm was real, and the campaign’s momentum propelled player counts to record-breaking heights.
