Activision Blizzard - Soap Codes
THE BRIEF
Activision challenged us to get a demanding Call of Duty community excited for an in game item to boost player sentiment.
OUR INSIGHT
In the age of ‘digital hoarding’, people see more value in something when it’s earned.
THE IDEA
Inspired by the franchise’s beloved Scottish soldier, John ‘Soap’ MacTavish, we created hype around in-game weapon accessories through social. Instead of giving the item away, the audience had to earn secret codes for it by quickly dropping soap emoji comments in response to our social posts. Like in Call of Duty itself, the quickest reflexes win. We turned the item drop into a game that spoke directly to community humour. One organic tweet later, Soap Codes blew up.
The actor behind Soap, who provides the voice in the game, Neil Ellice, saw the fervour and wanted in. We recorded another callout with Neil, addressing the hype and stoking the fans’ fire.
Unprompted creator pickup
Controversy took over Reddit. The game caused heated debates online about how gamers could get hold of this item.
High engagement
The campaign reached 5 million engagements, all without any paid media.
Positive sentiment
The campaign received 87% positive sentiment across social channels.
AWARDS
THE LOVIE AWARDS, 10 NOV 2023
Gold Lovie and People’s Lovie Award Winner in Social: Best Community or Fan Engagement category.
BIMA AWARDS, 21 NOV 2023
Gold at the BIMA Awards in the Popular Culture category
THE DRUM AWARDS, 29 NOV 2023
Winner for Community Management at The Drum Social Media Awards
We are a global socially-led creative agency, with unrivalled social media expertise.
With 1,300+ people in 19 offices spanning four continents, we deliver a global perspective to our clients in a time when social media is shaping culture.
We make ideas powered by people. We understand social behaviours within online communities, cultures and subcultures, spanning the social and gaming landscape.
We work with the world’s biggest brands, including adidas, Starbucks, Activision and Kellanova, to reach the right people in a strategic, relevant and effective way.