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Call of Duty
The Replacer

RAN IN: United States

CLIENT
Activision Publishing

Tim Ellis - CMO
Eric Hirshberg - CEO
Todd Harvey - SVP, Consumer Mktg.

AGENCY
72andSunny *Lead Agency

Glenn Cole - CCO
Matt Jarvis - Chief Strategy Officer
Rey Andrade - Creative Director, Designer
Josh Fell - Creative Director, Writer
Frank Hahn - Group Creative Director
Mike Parseghian - Group Brand Director
Bryan Smith - Co-Head, Strategy


The Ant Farm


SapientNitro


Edelman


OMD


SUMMARY

Call of Dutys downloadable content (DLC) business is essential to its future. But for cash-strapped gamers, its the ultimate nice to have. Our job was to reframe DLC in their minds. To make the prospect of new DLC content every bit as exciting as a new game launch. So we created The Replacer. A man who takes on your less kickass obligations so you can get all the DLC time you want. Because blowing off your responsibilities to play DLC is even more fun when you get away with it.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: Social Networking Applications,Consumer Involvement,Consumer Involvement

Audience: Young Men (20-35)

Objectives: Increase sales, volume

Type: Business-to-Consumer

Classification: National

Language: English