Black Ops 2
The Brief
The Future is Black
CALL OF DUTY: BLACK OPS 2
Activision challenged us to make the launch of Call of Duty: Black Ops 2 the biggest entertainment launch of all time. Bigger than any movie, video game or entertainment launch in history.
Mission accomplished. Black Ops 2 earned $500 million in first day sales. Up from the record setting $400 million we helped Activision achieve when Call of Duty: Modern Warfare 3 launched. Sales reached $1 billion dollars in 15 days, making Call of Duty the biggest entertainment franchise for the 4th year in a row.
The day Black Ops 2 was revealed, pre-order sales were up by 30% and reveal trailer views were up by a staggering 82%. Overall launch engagement saw an increase of 166% over previous years.
"We leveraged a multi-channel approach in this launch like no other game launch in history, and we chose the right partner to realize results no one else has come close to." — Eric Hirshberg, President and Chief Executive Officer of Activision
"Sales for the Call of Duty franchise have exceeded worldwide theatrical box office receipts for Harry Potter and Star Wars, the two most successful movie franchises of all time." — Robert Kotick, Chief Executive Officer of Activision
In addition to helping launch the game, we also supported the release of multiple downloadable content packs for the game through various campaigns and social tactics working with partner agencies.
The Classified Dashboard
Our Classified Dashboard served as an interactive hub leading up to the reveal of the new site and game. We chose to keep the games identity a secret and not display any Black Ops 2 branding on the teaser site.
Over the course of two weeks we leaked video clips, looped animations, teaser assets we created, sounds bytes from game characters and in-game location coordinates to the site. When we revealed the time and date the game would launch, we posted it in morse code and watched as fans decrypted the code on social channels.
Within milliseconds of a tease asset going live, fans were Tweeting and analyzing the asset through detailed blog posts and YouTube videos. They would even use Photoshop to edit our images in an attempt to reveal hidden messages and game characters. The user generated content generated millions of additional social impressions helping build the excitement around the worldwide reveal.
There were two phases to the site, pre-launch and launch. Each had unique digital, social and broadcast tactics working together as a cohesive multi-channel strategy.
Initial Site Concepts
We knew little about the game before launch. What we did know is that the game would take place in the not-so-distant future. Playing on this and what I knew about the original Black Ops game, I created a brand identity system that leveraged detailed tech elements, dynamic lighting and modern future-type.
Behind the Scenes
We had a lot of fun living and breathing this brand for a year and a half. From helping support Activision at E3 to working in-house with their team.
Awards & Recognitions
Creativity International Awards
NM 17 - Web Games and Entertainment - Platinum
IDG World Expo Game Marketing Awards
Best use of Digital Media or use of Digital Social Media Marketing