Call of Duty: Black Ops III

BUILDING ON A LEGACY FRANCHISE

The November 2015 launch of the highly anticipated Call of Duty: Black Ops III release signaled the continuation of the Black Ops Legacy, one of the most successful releases from Activision.

Black Ops III built on the storylines and characters introduced in Black Ops and Black Ops II, solidifying the Black Ops sub-series as one of the most iconic branches of the franchise. The game continued the rich narrative-driven campaign and featured a highly stylized world, blending futuristic warfare with personal drama, making it resonate with fans of the earlier titles.

USING MEDIA TO PROPEL A PHENOM BRAND

The marketing strategy for Call of Duty: Black Ops III was an extensive, multi-faceted campaign that included a variety of innovative digital tactics to drive engagement and sales supported by a global rollout for paid media.

At the forefront of U.S. paid media initiatives, my team and I under the helm of Activision’s media agency of record, OMD, delivered impactful results through an integrated cross-channel approach.

  • Teaser Campaigns & Reveals

    • Early teasing and logo seeding with paid support.

    • Reveal trailer premier in April 2015 showcasing gameplay to drive excitement. Paid media promotion to drive reach.

  • Celebrity Endorsement and Custom Partnerships

    • Partnerships with Influencers: Promoted key gaming influencers, including streamers and YouTubers, to build hype and create exclusive early access for content creators.

    • Custom Partnerships: Develop custom media partnerships delivering on brand firsts.

  • Impactful, Community-driven Media Partnerships

    • Top tier media partnerships: Immersive, high-impact media buys and partnerships embedded with a combination of native, gaming communities, and cross-platform innovation.

    • Custom Integrations: High-impact, custom integrations across top tier media partners and gaming console platforms during the global launch rollout.

  • Curated high-impact NFL matchups for strategic TV placement

    • Customized schedule to ensure maximum reach

  • Strategic out-of-home placements

    • Collaborated with the OOH team to secure high visibility, premium inventory.

Reveal Trailer

Live Action Trailer

IGN Integration: Naomi Kyle