How Activision marketed Call of Duty: Infinite Warfare could have been taken out of Black Ops 3 itself. There was strategy behind the marketing process, and the game provided the most effective platform. After all, it is one of the most popular games ever created. So why not put it to good use?
According to AKQA group creative director Nick Strada, in an interview with Adweek, “No ad or stunt or a microsite or commercial is ever going to be better than the greatest game ever”. What the company did was “create a really awesome Call of Duty experience” delivered to all Black Ops 3 player. While the strategy employed was basically the same as when Black Ops 2 was introduced to the market, but the finer details took marketing strategies to a whole new level.
So how exactly was Infinite Warfare introduced to its intended audience?
April 29 – In the cinematic at the end of a level, Black Ops 3 players in the Nuketown map saw a spaceship hovering overhead. This resulted in a feverish speculation among players, with some even reviewing the video hundreds of times to determine if they’re seeing something out of the ordinary.
April 30 – The Blacks Ops 3 universe was infiltrated by the bad guys from Infinite Warfare, leaving behind propaganda in their wake.
May 1 – Lt. Reyes, a hero from Infinite Warfare appeared, and directed players about the only secure channel of communication left, which was Facebook Messenger. Through the messaging service, players can interact with him to find hidden clues hidden within the game or on the internet.
May 2 – Infinite Warfare trailer was revealed to players who managed to find the codes to unlock it.
You have to admit that the entire hullabaloo played on the player’s need for mystery and challenge. Spreading it in a four-day period also helped build up anticipation for the game. It was unfortunate that the trailer was leaked online, and on a partner site no less. There were no explanations as to how the trailer leaked on Hulu, but it definitely ruined it for players who were supposed to use the codes to watch the trailer. At least on that aspect.
It is unlikely that the unfortunate hiccup diminished the excitement for Call of Duty: Infinite Warfare. Following the massive success of Black Ops 3, and the attention that the marketing strategy created, it would definitely have a huge following.
Would it top Black Ops 3’s over half a billion dollars during its opening weekend?
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