Call of Duty: Hack in Black

Teasing a future blockbuster with unprecedented uses of Snapchat and Instagram The Challenge: To reveal the latest Call of Duty game, Black Ops 3, Activision wanted to specifically target the millions of gamers still playing the previous Black Ops 2 title every day, in a way that was native to the game experience and would immediately grab their attention. ​​​​​​​The Solution: Working with Call of Duty: Black Ops 3 developer Treyarch, the first ever in-game integration with Snapchat manifested with the appearance of a “hack” into the Black Ops 2 online multiplayer maps. Snapcodes were embedded into the game itself, hidden in various locations. Players who found and scanned these images with Snapchat were taken to a mysterious Snapchat account where the first clues about the new game were waiting to be decoded. A series of cryptic images were Snapped out to hundreds of thousands of new Snapchat followers. Then, clever fans deduced that if you ran the images through an Instagram filter, a hidden image was revealed—building more buzz and excitement for the latest entry into the franchise. The Results: Over 6M engagements were generated with the tease, with an additional 50M views on YouTube. In just 5 days, the campaign helped generate over 1.3B impressions and 700K social mentions, making it the biggest Call of Duty game reveal ever—and making headlines in the mainstream press.

Project Roles
Creative Director
Conceptual, Content Strategy, Creative Direction, Design, Digital, Entertainment, Social
Advertising, Games - Console, Social Media Content
Project Industries
Advertising, Entertainment, Gaming