In every aspect, Call of Duty: Black Ops II is the most innovative and forward-thinking game of the franchise. As a result, we were tasked not just to show off the game's innovation, but to think and act in innovative ways. We built on the game's near future premise and focused on the centerpiece of the game: the future weapons. Knowing that our fans have huge appetites for more and more content, we created a first-ever interactive trailer experience that satisfied that hunger, but also played directly off our TV spots, making the campaign fit together seamlessly.

Launch the campaign
Published
January 2013
Topics

The Story

In every aspect, Call of Duty: Black Ops II is the most innovative and forward-thinking game of the franchise. As a result, we were tasked not just to show off the game's innovation, but to think and act in innovative ways. We built on the game's near future premise and focused on the centerpiece of the game: the future weapons. Knowing that our fans have huge appetites for more and more content, we created a first-ever interactive trailer experience that satisfied that hunger, but also played directly off our TV spots, making the campaign fit together seamlessly.

Combining YouTube's new "Look Ahead" feature and the familiar construct of DVD "Extras," we created the Black Ops II Interactive Trailer experience where an ever-present timeline served as the navigation tool as well as a tray of "extras." We put the control into the hands of our users and let them watch the content films as they became relevant in the full trailer’s story. As a result, the experience is a 6-part mini documentary embedded into the TV reveal trailer.

The Technology

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    Mobile

    Mobile

The Results

The goal for this piece was to drive engagement with the Call of Duty brand. Using a digital platform, we reinvented how users experienced content and created an environment where exploration was rewarded. We started with the TV spot, which introduced the idea of future tech, and ended the experience on YouTube by providing strategically placed mini-documentaries throughout the trailer to provide a deeper look into the story.

1K

total hours of missed sleep

3K+

lines of code written

25+

team members working on this project

Launch Date Nov. 13, 2012