Call of Duty Experiential Zone

Client: Kinetic and Activision
To support the launch of Activision’s new game Call of Duty: Black Ops, Blazinstar were tasked by Kinetic to conceptualise, produce and manage high end pop up shops in both Amsterdam and Antwerp for two weeks. A pop up shop was created to bring the game to life, immerse consumers in an environment that resembled the games look and feel and to give consumers that were less likely to opt for this type of game, the chance to trial. There were 4 zones inside the shop designed to take consumers on an experiential journey. These zones consisted of ‘The mission control zone’ a chill out zone that had a trailer projection, ‘The Radioactive Zone’ a video game kiosk zone. ‘The Ammo/Weapon zone’ a Black Op’s laser gun area, and lastly ‘The Base camp zone’ with a ‘Sitting Bull’ picture (The game pack shot), themed installations and sitting zone. The outside was equally as intriguing, covered with foliage, blacked out windows and netting.

Brief: Brand Ambassadors who wore Black Ops costume in keeping with the theme, followed a pre-determined route to target the relevant audience and stamp their hand with a Call Of Duty logo, which granted the consumer access to the pop up shop. Once consumers had participated, The Brand Ambassadors encouraged members of the public to register with a Call of Duty Facebook group, complete a data capture form and then tag themselves. By doing this they were entered into a competition where the person who gained the most amount of ‘likes’ for their picture won a copy of the game.

Response: • 2,219 Total number of door entrants • 3,318 Total number of Interactions • 600,000 OTS (Opportunities to See) • 202 friends on Facebook and a total of 672 ‘likes’

Tags: brandactivation, experientialmarketing, livebrandexperience, callofduty, ambientmedia,

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