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GIF of Call of Duty's The Replacer raising a glass of champagne.
GIF of Call of Duty's The Replacer making a heart with his hands.
GIF of Call of Duty's The Replacer leaning forward dreamily.
GIF of Call of Duty's The Replacer as a puppet, drinking a cup of tea.

Call of Duty®: Black Ops 6

Maximizing Launch Day Hype With An Unmissable Takeover

Call of Duty® teamed up with GIPHY Ads to elevate launch awareness for its anticipated release, Black Ops 6. Call of Duty® had fun with some of the internet’s favorite GIFs of all time and surprised players with a total GIPHY takeover, sparking an unmissable cultural phenomenon.

GIF of Call of Duty's The Replacer raising a glass of champagne.
GIF of Call of Duty's The Replacer making a heart with his hands.
GIF of Call of Duty's The Replacer leaning forward dreamily.
GIF of Call of Duty's The Replacer as a puppet, drinking a cup of tea.

Call of Duty®:
Black Ops 6

Maximizing Launch Day Hype With An Unmissable Takeover

Call of Duty® teamed up with GIPHY Ads to elevate launch awareness for its anticipated release, Black Ops 6. Call of Duty® had fun with some of the internet’s favorite GIFs of all time and surprised players with a total GIPHY takeover, sparking an unmissable cultural phenomenon.

2.8x

ER vs. Benchmark

Average, Promoted Search

4x

Earned Press Features

Gamespot, Windows Central, AdAge, and VG247

7%

Brand Affinity Lift

‘On My Way’ GIF

2.8x

ER vs. Benchmark

Average, Promoted Search

4x

Earned Press Features

Gamespot, Windows Central, AdAge, and VG247

7%

Brand Affinity Lift

‘On My Way’ GIF

THE GOAL

Call of Duty® sought to scale the launch hype beyond its core fan base and engage a wider community of GIF lovers by making Black Ops 6 conversational.


Maximizing buzz on the game’s launch day was also a priority, which called for an innovative solution.

A text message thread where a person uses a Call of Duty GIF to show their excitement.

THE GOAL

Call of Duty® sought to scale the launch hype beyond its core fan base and engage a wider community of GIF lovers by making Black Ops 6 conversational.


Maximizing buzz on the game’s launch day was also a priority, which called for an innovative solution.

A text message thread where a person uses a Call of Duty GIF to show their excitement.
The GIPHY Trending Feed shows Call of Duty's big takeover, with different GIFs featuring their brand.

GIPHY ADS SOLUTION

GIPHY worked with Activision and its creative arm, Mutiny, to develop a creative approach that maximized shareability and cultural buzz

Peter Stormare, the actor behind The Replacer, was tapped for a first-of-its-kind custom shoot, with iconic, shareable creative that gave the internet’s favorite GIFs a day off.

This culminated in an unprecedented, complete takeover of the GIPHY Trending Feed on Black Ops 6 launch day — further amplified by earned press hits and a targeted paid social campaign.

GIPHY ADS SOLUTION

GIPHY worked with Activision and its creative arm, Mutiny, to develop a creative approach that maximized shareability and cultural buzz.

 
Peter Stormare, the actor behind The Replacer, was tapped for a first-of-its-kind custom shoot, with iconic, shareable creative that gave the internet’s favorite GIFs a day off.


This culminated in an unprecedented, complete takeover of the GIPHY Trending Feed on Black Ops 6 launch day — further amplified by earned press hits and a targeted paid social campaign.

The GIPHY Trending Feed shows Call of Duty's big takeover, with different GIFs featuring their brand.

"This [collaboration] unlocked the opportunity for our fans to participate in the campaign in a really fun way— exactly how they were accustomed to already sharing GIPHY content."

Matt Gilhooley, VP of Consumer Marketing at Activision

GIF of Call of Duty's The Replacer saying "perfection."

Matt Gilhooley,
VP of Consumer Marketing
Activision

"This [collaboration] unlocked the opportunity for our fans to participate in the campaign in a really fun way— exactly how they were accustomed to already sharing GIPHY content."

GIF of Call of Duty's The Replacer saying "perfection."

RESULTS

The launch of Black Ops 6 became an online phenomenon, pushing the Call of Duty® franchise’s total sales to half a billion. 

GIPHY’s partnership played a key role in launch day success. Rich with pop culture references, Black Ops 6 GIFs were widely shared by millions across key messaging + social platforms. 

Our pioneering takeover drove significant buzz among fans, gamers, and beyond.

GIF of Call of Duty's The Replacer as a cartoon, fading into a bush.
GIF of Call of Duty's The Replacer thinking heavily, as math equations appear around him.
GIF of Call of Duty's The Replacer scanning his face on a scanner.
GIF of Call of Duty's The Replacer blinking in disbelief.

RESULTS

The launch of Black Ops 6 became an online phenomenon, pushing the Call of Duty® franchise’s total sales to half a billion. 


GIPHY’s partnership played a key role in launch day success. Rich with pop culture references, Black Ops 6 GIFs were widely shared by millions across key messaging + social platforms. 


Our pioneering takeover drove significant buzz among fans, gamers, and beyond.

GIF of Call of Duty's The Replacer as a cartoon, fading into a bush.
GIF of Call of Duty's The Replacer thinking heavily, as math equations appear around him.
GIF of Call of Duty's The Replacer scanning his face on a scanner.
GIF of Call of Duty's The Replacer blinking in disbelief.

Start advertising on GIPHY today.

Create ads that people love to share.

Start advertising on GIPHY today.

Create ads that people love to share.

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