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.
Google has introduced new tools and features to AdWords to specifically address the consumer shift towards mobile.
As video content increases, it’s time for brands to understand their consumers, in order to deliver the most relevant ads to them. ... read more
Wireframes and flow diagrams help everyone, including stakeholders and project teams, visualize what the website (or app) will look and feel like on a mobile device and how the user will use it.
As more outdoor and place-based inventory goes digital, we near an inflection point for this part of the digital advertising world.