ACTIVISION: CALL OF DUTY: WZM | USER ACQUISITION
​MOBILE GROWTH SOFT LAUNCH

This case study embodies the collaboration between Activision’s Mobile Growth team and my Marketing Creative team to address the open problem of building awareness and growing our user base for a new mobile game that was preparing to launch.

We also built out content to A/B Test across multiple initial territories:
Australia, Chile, Norway, Sweden, Germany & Malaysia
     • Voiceovers                    • Gameplay
     • Colors                              • Weapons vs Non-Weapons
     • Tags                                   • Female OP vs Male OP
     • End Cards                      • Text Callouts
     • Graphics                         • Action

Phase 01 | PAID MEDIA CAMPAIGN

Looking at the strategy & data points provided, we identified FOUR KEY AREAS where we felt the creative could be most beneficial.

GLOBAL

Our game is global, and our creative should reflect that to encourage pre-registrations. We began our soft launch campaign a year before launch and started its rollout across multiple territories - Australia, Chile, Peru, Norway, Sweden, Malaysia - which also included numerous A/B Testing.
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PLAYERS

Engaging our audience by releasing content that was genuine and authentic to our player community, while listening across platforms to learn what was resonating and what wasn't in order to pivot creative as needed. We needed to encourage efficient & large volumes of player downloads and installs.
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IN-GAME OPTIONS

Deliver player favorite in-game purchase options like Battle Pass, Bundles, and Keeps while also  offering the return of classic maps - Shoothouse, Rust, &  Rebirth Island - across popular play modes the CALL OF DUTY game heritage is known.
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GAMEPLAY

Offer high-octane action gameplay across play modes like Battle Royale, Team Deathmatch, and Search & Destroy. We also wanted to bring greater awareness to the 100-120 real player count to reinforce that this game would have less bots.
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Phase 02 | CREATIVE DIRECTION

Staying true to the GAME'S HERITAGE, we focused on specific elements to connect the creative to the users, giving them an exclusive insider’s look.

ACTION

Continue to soft launch & build towards WWL by crafting high octane action gameplay.

PLAYERS

Develop creative that encourages players into action, both globally & domestically.
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CONTENT

Build evergreen concepts that showcase operator skins, weapon blueprints, battle passes, etc.

Phase 03 | CONTENT

Using the above CREATIVE APPROACH, these 4 pieces of produced content embody the collaboration between teams. As you’ll see, we begin to tell the story of the game & its features, build relationships with new & current users, and most importantly, engage them to take action.

MUSIC COPYRIGHT: POSITION MUSIC | MUSIC IS USED ONLY AS PORTFOLIO REFERENCE | NO COPYRIGHT INFRINGEMENT INTENDED

Phase 04 | GLOBAL PRE-REGISTRATION RESULTS

Was the COLLABORATION between strategy, data & creative a success? As you can see, yes it was. To build continued user growth, we created milestones, and for each one achieved, we unlocked a reward that would be available in-game at worldwide launch for all players.

CONTENT COPYRIGHT: ACTIVISION | DATA, IMAGES & VIDEOS USED ONLY AS PORTFOLIO REFERENCE | NO COPYRIGHT INFRINGEMENT INTENDED
​NOT FOR DOWNLOAD OR DISTRIBUTION WITHOUT PRIOR WRITTEN APPROVAL FROM ACTIVISION.