2.5 million on-package promo codes were redeemed and 7 million hours were spent using branded promotional in-game items. In other words, it worked.
To celebrate the launch of Call of Duty: Modern Warfare, Activision partnered with Mountain Dew to give gamers the ultimate upper hand. 2XP codes hidden under millions of caps gave players everywhere a chance to upgrade their gear and leave the competition in the dust. Their trophy? The dignity of their enemies.
Directed by Spencer Riviera | Webby Honoree | One Show Shortlist | Silver Addy
We took inspiration from the game itself by crafting stories around in-game elements like the iconic ghillie suit and the ability to airdrop a tank.
We brought the commercial to life at esports tournaments by airdropping ‘tanks’ onto unsuspecting influencers. Every airdrop came with codes for in-game items they could share with their followers.
2.5 million on-package promo codes were redeemed and 7 million hours were spent using branded promotional in-game items. In other words, it worked.