MTN DEW + CALL OF DUTY: MODERN WARFARE GAME LAUNCH
CONTENT

ACCOLADES
Webby Honoree - Advertising, Media & PR Video Shortform (Face Off)

To launch the new Call Of Duty: Modern Warfare, we helped MTN Dew partner with Activision and Doritos to give gamers the ultimate upper hand. But instead of focusing purely on game plotlines, we paid homage to the antics gamers create for each other on and off the battlefield. Our campaign embraced this culture of unshakable confidence and encouraged gamers to take advantage of 2XP codes hidden under millions of caps. After all, in Modern Warfare, anything goes.

RESULTS:

The results went beyond sales. The on-package codes we promoted were redeemed 2.5 million times proving engagement past purchase, and gamers used the Mountain Dew branded in-game content for 7 million hours. After seeing our campaign, fans agreed that Mountain Dew belonged in the game.

To put that in perspective, gamers engaged with our branded content for:

116,800 generations of house flies
5,600 dog years
800 human years
400 trips to Mordor to destroy the Ring of Power

1 advertising campaign