Call of Duty: Black Ops 3—Hack in Black

Teasing a future blockbuster with unprecedented uses of Snapchat and Instagram



About this Project

To reveal the latest Call of Duty game, Black Ops 3, Activision wanted to specifically target the millions of gamers still playing Black Ops 2 each day in a way that was native to the game experience and would immediately grab their attention.

Working with Call of Duty: Black Ops 3 developer Treyarch, the first ever in-game integration with Snapchat manifested with the appearance of a “hack” into the Black Ops 2 online multiplayer maps.

Snapcodes were embedded into the game itself, hidden in various locations. Players who found and scanned these images with the Snapchat app were taken directly to a mysterious Snapchat account where the first clues about the new game were waiting to be decoded.

Leading up to the first actual content to link to the game, a series of mysterious images were Snapped out to the hundreds of thousands of new Snapchat followers. Clever fans deduced that if you ran the Snapchat images through an Instagram filter, a hidden image was revealed—further building buzz and excitement for the latest entry into the franchise.

As the campaign unfolded, pitch-perfect, subversive video content from the talented team at AKQA continued to build massive anticipation for the ultimate title announcement.

Over 6M engagements were generated with the tease content, with an additional 50M views on YouTube. In just 5 days, the campaign helped generate over 1.3B impressions and 700,000 social mentions, making it the biggest Call of Duty game reveal ever—and making headlines in the mainstream press.

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About This Project