Background
The assignment was to evolve Call of Duty’s social presence into a best-in-class extension of the franchise, driving cultural relevance, fan engagement, and shareable moments that players don’t want to miss.
The Challenge
Gamers don’t just play Call of Duty, they live it. They want the brand to show up with the same energy, wit, and culture they bring to their own feeds, creating content they are proud to share with friends because it feels like it came from the community and not just the brand.
Our Approach
We created a social playbook rooted in fan-first principles: Listen, Serve, Create. Content celebrated the game while amplifying the culture around it, from recognizing and rewarding fans to collaborating with creators and tapping into cultural moments. This ensured Call of Duty showed up consistently with both everyday presence and cultural spikes.
Results
750,000 Follower Growth on X. 8% Audience Growth. 2.3 Million Instagram Follower Growth. 10 Million views in 24 hours. 1.1 Million Filter uses. We crashed Instagram.
AR Experiences
COD: Stitch Full-Body Filter
We created Snapchat’s first-ever full-body filter to hero a fan favorite character returning to the game.
Warzone: Stadium Opening
We gave diehard fans a sneak peak into the hotly anticipated map addition of the Stadium in WZ ahead of the in-game addition.
Warzone: Satellite Drop
COD crashed an in-game satellite so we did too - both as an IRL experience in LA and on social so fans around the world could crash their own satellite and share the hype.
