Overall, Captain Price joining Cameo as its first-ever video game character helped expand brand awareness for Call of Duty, raise money for veterans, and create a sense of connection between the fans and the game.Want to know more about the new Warzone map? Sledgehammer Games’ WWII themed release will integrate with Warzone in December 2021, introducing new weapons, vehicles, and a brand new WWII map set to replace ‘80s Verdansk. In short, we accomplished all our objectives:
In a feat that would make Captain Price himself proud, our Cameo partnership was a success on all fronts, earning organic reach on social and receiving coverage from more than 20 different websites across gaming and entertainment. Every step of our campaign, including the live-shoot, was done completely remotely, from pre-production to costume design to our two days in front of the camera with the actor playing Captain Price. Of course, while our campaign was all about celebration and community, the way we approached that campaign was all about safety.
And for the non-winners? Captain Price still had their six - every non-winning entrant received the in-game Calling Card as well an agnostic thank-you video from Captain Price himself. Winners not only received a video, they also received a custom email blast and landing page for their video, along with an in-game Calling Card. To amplify the stunt, we worked directly with Cameo’s engineering, marketing, and talent teams to create a custom portal on their platform that would allow fans to easily enter for a chance at their own Captain Price video.
This would allow us to more quickly and effectively update and customize scripts to fit submitters’ requests, since we had precious little time to deliver videos after they were requested, so as to continue the illusion that Captain Price was indeed really on the platform. This meant working directly with Cameo to pre-write hundreds of scripts for as many fan-requested occasions as possible ahead of our 24-hour fundraising window. In addition to our tailor-made celeb/influencer videos, we needed to prepare for fans who purchased a Cameo. Just ask these streamers, whose reactions say it all. This led to the phenomenon that Captain Price hadn’t just launched on Cameo - he launched ready to roast anyone who came his way. Hours spent on the hunt for intel ensured every one of Captain Price’s messages to celebrities and influencers was written up as if Captain Price was real, watching and evaluating their online habits, play styles, and recent real-life wins, losses, and headlines. To truly make waves online, our Captain Price Cameos had to deliver shock and awe, and that meant customizing Cameos for celebrity recipients that felt tailor-made to them. Wave 3: Surprise fans by giving away 50 additional Cameos to randomly selected individuals.Wave 2: Delight fans of all types by opening orders for Captain Price Cameos as part of a 24-hour fundraiser for the Call of Duty Endowment.Wave 1: Excite the fanbase by surprising key influencers and celebrities in the Call of Duty community custom-tailored Captain Price videos, coinciding with his premiere on Cameo.
To do this, our campaign was built around three separate waves, designed to excite, delight, and surprise fans all over the world: To top it all off, proceeds from Captain Price Cameos - $141 each in honor of Price’s Task Force 141 - went straight to the Call of Duty Endowment, a charity that helps veterans find careers and prepare them for the job market.īefore we created any videos, we had to make sure Captain Price’s premiere on Cameo would launch with maximum impact. Forge a COVID-safe production pipeline, from start to finish.Connect with fans on a personal level with custom-tailored videos.Celebrate the premiere of Cameo’s first-ever video game character.Our campaign was designed for both new and long-time fans alike, which is why we approached it with three key goals: We knew Captain Price’s premiere in Modern Warfare deserved an unforgettable campaign, and that’s exactly what we teamed up with Cameo to create. On the #1 home to celebrities online: Cameo. So how could we celebrate and activate one of the most famous Call of Duty characters? A veritable Call of Duty celebrity?īy making him one. And though he’s been a part of Call of Duty since 2007, he wasn’t yet a playable character in Call of Duty’s wildly popular free-to-play online battle arena Call of Duty: Warzone… until now. He’s one of the most revered and legendary names in the Call of Duty franchise.