Call of Duty: Modern Warfare 2 Launch

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Amplify + Activision smash through the screen in a format breaking OOH campaigns across US + UK...

Campaign Date: 2022

Challenge

Launch Modern Warfare II, the latest release from the Call of Duty franchise, by showcasing the game’s central characters in bespoke anamorphic billboards in Los Angeles, New York and London.

Insight + Strategy

In Call of Duty: Modern Warfare II the ultimate weapon is team. We knew that by creating a real world narrative and showcasing the central characters across anamorphic canvases we would engage and excite gamers across the world.

SolutionTaskforce 141 ‘Go Dark’

A format breaking immersive OOH campaign, that saw operators infiltrate iconic locations around the world.

Smashing through the screen, the spot showed Sergeant Johnny MacTavish, attempting a mission by cracking through a glass door. Lieutenant Simon Riley, also known as Ghost, then commands attention as he appears from the undergrowth wearing night-vision goggles.

Amplify collaborated with Inertia Studios on the 3D anamorphic with London's Piccadilly Lights providing a perfect spot for the action, a bespoke ad featuring the other Taskforce 141 operators was also placed in New York’s Times Square.

As part of the campaign Amplify also collaborated with Territory Studios to tease the launch of Call of Duty: Modern Warfare II, with a takeover of SoFi Stadium's 'Oculus' Video Board, which features 80 million pixels.

Tyler Bahl, VP and Head of Marketing, Call of Duty commented: “The scope and scale of Call of Duty: Modern Warfare II demanded a larger-than-life global campaign. We partnered with Amplify to create anamorphic 3D OOH, which provided the canvas and technology to use our iconic heroes in a massive show-stopping way. It extended far beyond the locations themselves and we saw huge amplification and resharing throughout our community.”

Results

70K+ spectators at SoFi stadium

371K YouTube views

3.8M Instagram views

12M TikTok views