Call of Duty: Advanced Warfare creator Activision added a social media element to its “Power Unlocked” campaign. The “Power Unlocked” campaign serves as an extension of the game’s launch to encourage continued engagement. Players can link various devices to their game account and engage with Call of Duty on social media to unlock new video content.
With the launch of Call of Duty: Advanced Warfare, Activision added an initiative on Instagram called “Mission Zero”. Players can follow and interact with the Instagram feed for a choose-your-own-adventure-style promotion. Photos are uploaded to create an interactive story for fans of the game through tagging specific actions within a photo.
Activision used Instagram in a way that made sense to the gamer — to tell a story and let a consumer “play”. And the consumer was rewarded for participating with the brand with exclusive content that tied back to the original product.