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.
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.
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.
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.
"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
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."
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.
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.