The latest instalment of popular video games franchise Call of Duty has launched a new mobile advertising campaign for Call of Duty: Black Ops 2 with the help of Activision, MEC Global and Millennial Media.
The campaign is the first to use Millenial Media’s new Photo Shoot rich media feature, which created an interactive, social experience for users by leveraging the camera functionality of mobile devices.
The creative includes an expandable banner and an interstitial, when a consumer encounters the ad an image appears of an official Call of Duty: Black Ops soldier, with a custom animation in the background featuring white smoke moving across the screen. The consumer is then prompted to call up their camera and take a picture; the face of the person in the photo is then inserted onto the image of the solider.
Users can then choose to download the custom image or share it via social media; consumers can also send a Tweet directly from within the creative, which will ultimately raise awareness around the games release.
“The campaign actively encourages consumers to interact with the ad, and lends itself perfectly to social media and viral sharing,” said Alex Hicks, account manager, MEC Global. “Mobile presented us with a creative way to connect consumers with the Call of Duty brand, and present them with an experience unlike anything they had seen before.”
The campaign is targeted at gaming fans and men aged 18-34 and is running across Andriod and iOS devices.
Gavin Stirrat, MD EMEA, Millenial Media, added: “The Photo Shoot ad unit is one of many rich media features we offer that takes advantage of the native capabilities of the mobile device. The Photo Shoot ad unit is one of many rich media features we offer that takes advantage of the native capabilities of the mobile device.”