Activision: Call of Duty MWII

Approach

In a true Dentsu Creative approach, PR and Creative teams worked together to develop an influencer-led activation live on launch night which happened to coincide with one of the country’s biggest sporting matches.​

Named Operation “Homebush II Home”, this guerilla style campaign transformed a major rugby football match in Sydney into an MWII mission, where we extracted influencers from the match and gave them an epic helicopter ride home to secretly watch the new MWII trailer ahead of the world.

We handpicked two core gamers and two former star rugby players for their engagement and passion for the game. Then took them on an epic MWII inspired mission to create amazing content that would boost engagement amongst our key audiences.