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Activision - Global Launch: Call of Duty Black Ops 4

How we rebranded one of the most toxic communities in gaming to create a record breaking launch weekend


On the outside Call of Duty seemed like a scary place to play. A huge problem when you want to sell 20 million video games.

So for the launch of Black Ops 4 instead of selling the video game, we rebranded the community by creating Activision’s first in-house content studio.

Then invited fans, celebrities and influencers to come play, make and show the world how much fun they were having.

Refreshing and giving modern meaning to Call of Duty’s 10 year platform, “there’s a soldier in all of us.”


Results

  • Broke Playstation and XBox Store records for digital downloads

  • Highest selling day one release for Call of Duty

  • Black Ops 4 was 2018’s best selling game





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We made over 30 individual films, which inspired the community to make over +25,000 of their own in the first 24 hours.












We dropped our films alongisde live streams with famous fans.



And got the sport world talking when Neymar skipped football’s biggest award ceremony of the year. To play Call of Duty.









































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