COME GET IT

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.

In the end, 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.