Changing the game with a life changing prize
Inspired by the game’s "Safehouse," the central location where players select their missions, and the key narrative theme of the game – "The Truth Lies". Three of the UK’s biggest influencers battled it out in a series of challenges to win a life-changing prize for one of their fans.
A multi-platform strategy for maximum impact
The "Safehouse Challenge" unfolded as a three-part social media series, filmed in a warehouse that meticulously recreated the game's Safehouse. The campaign used a multi-faceted distribution strategy, including influencer content, Call of Duty channel exclusives, and a targeted press story. A network of Call of Duty streamers and micro-influencers amplified the message, supported by tactical paid social promotion.
Game-Changing Results
The "Safehouse Challenge" campaign exceeded all expectations, generating high-profile reach and engagement. Most importantly, it changed the life of one lucky Gen Z winner, providing him with the financial freedom to start a life with his young family. The campaign solidified Call of Duty: Black Ops 6 as a record-breaking launch, proving that understanding your audience and offering a tangible solution to a real-world problem can unlock unparalleled engagement.
