Activision and media agency QYOU USA, a division of QYOU Media, have unveiled a campaign for the latest installment of the iconic Call of Duty franchise, Modern Warfare III. Launched on November 10, 2023, the marketing initiative features five leading cross-platform creators and a blend of digital marketing, online content, and “IRL” (in real life) production.
QYOU played a pivotal role in casting a top-tier “creator squad” for this year’s campaign. The creators participated in the streamed showcase event, Call of Duty: NEXT, and featured as background actors in a highly produced live-action trailer called “The Lobby.” The diverse cast includes SpencerX (55M Followers), Michelle Munchie (8.6M), Trevor Bell (5.4M), ZHC (15.5M), and Jamad Fiin (2.1M), surprising viewers throughout the video.
The campaign leveraged the unique talents of each creator in Call of Duty: NEXT, building anticipation for the upcoming Call of Duty: Modern Warfare III Multiplayer Beta. The creators also joined as background actors on the set for two days. SpencerX’s on-set presence elevated his status to that of traditional celebrities participating in the campaign.
In “The Lobby,” a film set in the Call of Duty universe, a young gamer enters a lobby that comes to life with a diverse cast of characters, blending celebrities, athletes, musicians, and popular Call of Duty game characters. The lobby serves as a social space for gamers from various backgrounds to come together before diving into the game.
Lexi St. John, QYOU’s Vice President of Creative and GM, QYOU Studios, highlighted the importance of selecting creators who mirror the spirit and diversity of the Call of Duty community. QYOU’s President Glenn Ginsburg emphasized their commitment to providing creator partners with opportunities to thrive organically in their element.
Victor Acosta, Associate Director, Digital Marketing at Activision, noted the evolution of the creators’ role in the campaign, expressing that their passion translated into authentic content for social media, enriching the overall narrative. The collaboration resulted in over ten social media posts with nearly 10 million views and 480,000 engagements, achieving a 5.3% engagement rate, double the benchmark for TikTok.
SpencerX, one of the creators, expressed gratitude for the opportunity, emphasizing the positive experience of contributing to the Call of Duty production. Call of Duty: Modern Warfare III was released globally at 9 PM on Thursday.
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