This Call of Duty Video Game Advertising Stunt Covertly Uses Snapchat
Laura McQuarrie — May 28, 2015 — Marketing
Activision's brilliant video game advertising scheme for the launch of Call of Duty: Black Ops 3 is proof that marketing doesn't have to be overt—true fans will find the thrill in the chase. Knowing that the target audience for this game is extremely tech-savvy and loves hunting for in-game Easter eggs, Activision went back into Black Ops 2 and made a software update. Since this game was released two years ago, players were quick to catch on that something new and exciting was happening. Hidden in the second game's maps, Activision dropped Snapcodes from Snapchat that revealed cryptic messages through video.
These teasers led up to the release of the new Black Ops 3 trailer, garnering a ton of interest from Snapchat's young male audience and increasing the brand's following on the social platform by more than 300,000 users.
These teasers led up to the release of the new Black Ops 3 trailer, garnering a ton of interest from Snapchat's young male audience and increasing the brand's following on the social platform by more than 300,000 users.
Trend Themes
1. Secretive Gaming Campaigns - Disruptive innovation opportunity: Develop stealthy advertising campaigns that engage tech-savvy gamers and create excitement through hidden clues and Easter eggs.
2. Covert Video Game Marketing - Disruptive innovation opportunity: Utilize platforms like Snapchat to deliver cryptic messages and teasers that generate buzz and increase brand following.
3. Interactive In-game Advertising - Disruptive innovation opportunity: Incorporate interactive elements within video games to engage players and create anticipation for upcoming releases.
Industry Implications
1. Video Game Advertising - Disruptive innovation opportunity: Rethink advertising strategies to appeal to gamers and capitalize on their love for exploration and mystery.
2. Social Media Marketing - Disruptive innovation opportunity: Explore creative ways to leverage social platforms like Snapchat to reach and engage target audiences with unique and immersive advertising campaigns.
3. Entertainment and Media - Disruptive innovation opportunity: Embrace innovative approaches to advertising and marketing within the entertainment and media industries to captivate and excite consumers.
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