Call of Duty: Warzone
“Encryption” Tease Campaign
Leading up to Season 4 of Warzone, our team was asked to help set the stage for the next big narrative step in the game. Working closely with our content strategist, we developed an entirely new type of tease campaign for the title. Coordinating with 1-to-1 marketing partners, we launched an immersive experience involving push notifications, email, and microsite touch-points.
Roles - Creative Director, Capture Director, Editorial
Phase 1: Push Notification
Call of Duty Companion App users were pushed a “Tactical Alert” making them aware of an important '“Call” that is to occur in two days.
Phase 2: Email Newsletter
Two days after the push notification, Call of Duty email subscribers were sent what at first appeared to be a normal newsletter. As they start to scroll down one of the modules begins to glitch in and out, revealing another “Tactical Alert”. This time it is communicating the previously named “Call” is now about to occur. The module is also a clickable link to a microsite.
Phase 3: Microsite
After clicking on the newsletter link, users were sent to a microsite where they are met with an in-universe interface and a “Click To Initiate” button.
Phase 4: The “Call”
After clicking the button a video plays which represents the actual “Call” that was underlined a week ago. Using bespoke GFX, users see and hear intercepted communications featuring VO from multiple characters in the narrative. New content for the upcoming season of Warzone is teased with distressed images and callouts.