Our objective with the call center activation was to drive awareness of the video game HITMAN 2 and engage fans using in-world story elements to support the title's release in November.
On August 31, 2018 between the hours of 10am and 3pm PST, Warner Bros. Interactive Entertainment and Digital Media Management launched a large scale call center activation during PAX West for the video game HITMAN 2. This call center activation gave potential hitman candidates the opportunity to call in to see if they qualified to be the next ICA agent. At precisely 10:00am, a live countdown was simulcast on Facebook Live, Twitch, and YouTube which listed a 1-888 number that encouraged potential agents to call in or text. We had over 30 English-accented call center operatives on staff to speak to our candidates. These operatives asked the callers a variety of logic questions intended to test their psyche, thinking process, and aptitude for becoming an ICA agent.
Several rewards were offered to our callers, including game giveaways and the grand prize of an all-expense paid trip to game, developer IO Interactive's headquarters in Copenhagen, Denmark for a VIP studio tour.
The HITMAN 2 call center activation hit its mark. During the call center activation, over 13,600 calls and over 1,500 text messages were received. Of those calls over 3,000 were answered, for a total talk time of 68 hours.
