Mobile Ad for Black Ops Puts Gamers in the Picture

Activision, MEC Global and Millennial Media have launched a new mobile advertising campaign for Call of Duty: Black Ops 2 that lets fans use their cell phone cameras to insert themselves in an ad and then share it.

Activision, MEC Global and Millennial Media have launched a new mobile advertising campaign for Call of Duty: Black Ops 2 that lets fans use their cell phone cameras to insert themselves in an ad and then share it.

The campaign uses the new Photo Shoot feature of Millennial Media’s mobile advertising platform. The creative unit is running, in the UK only, as both an expandable banner and an interstitial. It shows an image of a soldier from within the game, with a custom animation in the background showing smoke moving across the screen. A fan can call up the camera function in the phone and take a photo from within the ad. His or her face is then inserted onto the image of the soldier.

The resulting photo can be downloaded or shared via social media directly from the ad unit. Consumers can also visit the Call of Duty mobile-optimized website from within the ad, letting them view game trailers and order the game directly from the mobile device.

The campaign is running on both Android and iOS devices, targeted to gamers and men aged 18 to 34. Call of Duty: Black Ops 2, an Activision game released in November, grossed $1 billion in its first 15 days of sales.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource