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Take a Guided Tour Through Space with AKQA's Messenger Bot for Call of Duty

28/10/2016
Advertising Agency
New York, USA
104
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Agency teams with Activision and PullString to launch Terminal Tours

Activision teamed up with AKQA to launch a unique bot experience on Facebook Messenger for Call of Duty: Infinite Warfare. Through Messenger, COD fans will be given a guided tour through space; they’ll visit the awesome planetary environments of Infinite Warfare and make incredibly foolish choices that showcase all the different – and hilarious – ways that space can hurt you.

When Infinite Warfare was first revealed earlier this year, Activision, Facebook and AKQA unveiled an innovative Messenger bot experience that took fans inside of the Call of Duty game and across the internet, resulting in over 6MM messages sent. To continue the conversation with fans on Messenger with the launch of the game by creating a fun, new Messenger experience that gives Call of Duty's 24 million Facebook fans a chance to explore some of the incredible locations that the game will take players, from Mars to Titan to Europa, in a distinctly Call of Duty way. 

Once on the Call of Duty channel on Messenger, fans will take a journey to space with Terminal Tours and will be greeted by the quirky, darkly humorous tour guide Alana, played by actress Kate Micucci (Garfunkel and Oates, Scrubs), fans will explore the universe while will being asked to make choices that can result in fun, GIF-able, share-worthy accidents.  


"Call of Duty fans had so much fun with our first Messenger experience at the reveal of Infinite Warfare, exchanging 6 million messages in 24 hours, that we wanted to give them a new way to explore the game before launch, so we recreated many of the locations from the game in Messenger and are giving fans a chance to explore them with the help of a handy tour guide, who will most likely lead you astray," said Monte Lutz, SVP of Consumer Engagement, Digital Marketing and PR for Activision. "Alana, your Messenger bot tour guide, puts bright red buttons in front of your face, tells you not to push them and then shows you the results of your choices in GIF-able moments that will be shared and re-shared. It's a fun escape that gives you a chance to explore the new game, interact with the tour guide Messenger bot and unlock some new Easter eggs that we think fans will enjoy in the days leading up to our launch on November 4th."

The Terminal Tours Facebook Messenger experience launched yesterday and also marks the launch of the official Call of Duty Messenger channel, which will offer narrative adventures such as this, as well as game information and player support in the future.  Activision worked with Facebook and partners at AKQA and PullString to build the robust, narrative bot experience.

“The success of Activision’s Call of Duty bot for Messenger was exciting - it demonstrated that people want to interact with the brands and  businesses on Messenger,” said Stan Chudnovsky, Head of Product, Messenger. “Fans will love this new experience just as much. This is another good example of how brands can continue to use bots on Messenger to engage and excite their users.” 

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