In preparation for the release of Call of Duty: Modern Warfare II, we set out to expand our audience, and our stake in broader culture, by celebrating the many ways that COD fandom can flow through the creator and UGC community.
To power this months-long hype campaign , we identified and partnered with a diverse range of non-endemic cultural tastemakers to make bespoke MWII content. Each tastemaker incorporated iconic Modern Warfare elements into their signature works from nail art to oscilloscopes, producing a suite of one-of-a-kind creations that sparked global conversations across a wide range of creative communities.
These successful partnerships created premium content that generated 30M+ views and 3.5M engagements and were the first of many creative collaborations leading up to the record-breaking launch of MWII. The first year’s success now enters its 2nd year, as Call of Duty expands its reach by pairing leading edge tastemakers with cultural events, under the umbrella of Call of Duty.