Engaging the Call of Duty fan base for the launch of Black Ops III.
Call of Duty: Black Hops Beer
Call of Duty is one of the biggest entertainment franchises in the world. Our task was to further engage the wider Call of Duty fan base in time for the launch of the new game.
Previous Black Ops iterations were incredibly popular with fans and when Black Ops III was announced social chatter increased by 177%, with a 5.2% increase in positive sentiment year-on-year. We therefore decided that we should harness the fans of Black Ops and put them at the heart of our idea. In order to create exciting, new and engaging idea for launch we also discovered that they are passionate about craft beer.
We found a small craft brewery based on the Gold coast called Black Hops Brewing. Set up by three Call Of Duty fans, and making award winning craft beers, they looked like the perfect partners for a unique campaign. Working with the Black Hops Brewing guys we developed an Australian exclusive premium beer called Black Hops III Midnight Pale Ale that appealed to gamers and craft beer fans alike. We seeded a limited number of cases to key media, beer reviewers and influencers a week before the game launched. The campaign generated enormous social and earned media traction during the key launch period.
The beer partnership delivered 68 Australian and 55 global media placements and achieved a reach of over 70m. In total the launch campaign achieved 438 pieces of coverage reaching over 158m people. This was a 20% increase in coverage year-on-year. Coverage achieved was 95% favourable. Partly as a result of this activity Black Ops III was the largest entertainment franchise launch of 2015.