HOW DID WE DO IT?
Using a bespoke Facebook tab and a specialised Call of Duty MW3 launch YouTube page, as well as twitter viewers from all over the world could participate in the live event at London’s Old Billingsgate Market. We crowd-sourced questions live, used active listening to react to the conversations and had four teams of presenters on the ground to make it happen - essentially making the viewers the directors of the show.A dedicated app was also created which allowed fans to unlock rewards for interacting with the show. This gave them first access to new content, game reveals and exclusive downloads.
RESULTS:
770,000 unique views
Average viewing 28 mins
360,000 viewers on Xbox Live
AGENCY: Five by Five
Creative: Chris Townsend & Darren Vernall
AWARDS:
Best Experiential Digital Event: Gold Award
CHALLENGE:
Make the exclusive launch of Call of Duty, inclusive to a global fan base.
INSIGHT:
Fans don’t want to just watch a live event, they want to be part of it.
EXECUTION:
Give the fans a AAA social pass to the event, giving them total control like never before.
HOW DID WE DO IT?
Using a bespoke Facebook tab and a specialised Call of Duty MW3 launch YouTube page, as well as twitter viewers from all over the world could participate in the live event at London’s Old Billingsgate Market. We crowd-sourced questions live, used active listening to react to the conversations and had four teams of presenters on the ground to make it happen - essentially making the viewers the directors of the show.A dedicated app was also created which allowed fans to unlock rewards for interacting with the show. This gave them first access to new content, game reveals and exclusive downloads.
RESULTS:
770,000 unique views
Average viewing 28 mins
360,000 viewers on Xbox Live
AGENCY: Five by Five
Creative: Chris Townsend & Darren Vernall
AWARDS:
Best Experiential Digital Event: Gold Award