Case Study: Activision achieves 15K+ mobile consumer interactions and viral social engagement with Millennial Media

Activision Brings out the Solider in All of Us with Innovative Rich Media First

Activision, working with agency MEC and Millennial Media, launched a mobile campaign to promote Call of Duty: Black Ops II in the UK. The challenge was to drive deeper engagement by letting consumers insert themselves into an ad experience and become the soldier David “Section” Mason, while encouraging social sharing and viral interaction.

The campaign used Millennial Media’s Photo Shoot rich media feature—the first major ad to leverage native mobile camera functionality—so users could take a photo, place themselves in an official soldier image, download or share it, and even tweet from within the ad. The units also linked to a mobile-optimized site for trailers and purchasing; the rich media ad drove over 15K interactions and the game grossed more than $1 billion in 15 days.

Activision

Eric Folliot

Senior Brand Manager