2013

Activision  •  Website  •  Campaign  •  Marketing

Get Replaced  •  We created GetReplaced.net to support the launch of an add-on to the video game Call of Duty: Black Ops 2. Our goal was to make the release feel as important as a new game launch. The campaign was so popular among fans that we revamped it for a second game add-on release.

GetReplaced.net unburdens players from life’s responsibilities, so they can spend more time kicking ass in Black Ops 2.

The campaign spokesperson The Replacer, was played by Peter Stormare (Fargo, The Big Lebowski). The Replacer could be hired to "take care of" players chores, their boss, school studies and so-called friends.

Players can also use GetReplaced.net to order food, schedule cleaning services and even launch a fullscreen takeover that locks them out of their computer temporarily, so they focus more on playing Black Ops 2: Uprising.

We did a full day shoot with Peter to get the footage we needed for the site experience and social media marketing tactics. I art directed the shoot along side our agency partners.

One of the scenes used a cardboard prop of Peter as The Replacer that he really wanted and took home as a memento. What a great day on set.

Behind the Scenes

Awards

Effie Awards

LEISURE PRODUCTS & SERVICES  •  GOLD

Information

Get Replaced  •  We created GetReplaced.net to support the launch of an add-on to the video game Call of Duty: Black Ops 2. Our goal was to make the release feel as important as a new game launch. The campaign was so popular among fans that we revamped it for a second game add-on release.

GetReplaced.net unburdens players from life’s responsibilities, so they can spend more time kicking ass in Black Ops 2.

The campaign spokesperson The Replacer, was played by Peter Stormare (Fargo, The Big Lebowski). The Replacer could be hired to "take care of" players chores, their boss, school studies and so-called friends.

Players can also use GetReplaced.net to order food, schedule cleaning services and even launch a fullscreen takeover that locks them out of their computer temporarily, so they focus more on playing Black Ops 2: Uprising.

We did a full day shoot with Peter to get the footage we needed for the site experience and social media marketing tactics. I art directed the shoot along side our agency partners.

One of the scenes used a cardboard prop of Peter as The Replacer that he really wanted and took home as a memento. What a great day on set.

Awards

Effie Awards

LEISURE PRODUCTS & SERVICES  •  GOLD

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