To celebrate Call of Duty’s Endowment Fund placing 100,000 veterans into civilian jobs, Call of Duty held their first-ever in-game charity race. We worked with a custom API connection between Call of Duty and Twitter that allowed gamers to receive their in-game race distance and donation amount with a Tweet. And we went a step further—educating a community about the obstacles and biases veterans face in the workplace.
I worked with my direct report Marley on the campaign ideation and execution, including making it easy for gamers to get their progress within their Twitter feed:
We also saw that only 1.3% of @CallofDuty followers also followed their endowment fund, @CODE4Vets. In fact, Gen Z, the audience that most Tweeted about Call of Duty was the age demographic least likely to talk about veterans. So we worked with Call of Duty to use Twitter to educate and raise awareness:
The campaign received accolades and headlines. Activision Blizzard’s CMO specifically called out our collaboration in Adweek, saying “We are thrilled to see Activision Blizzard and its iconic franchises lean into Twitter Next to create a unique experience for the ever-growing gaming community on the platform, while encouraging players to support such an honorable cause.”
Not only did the race meet their financial goal, it also changed the way Call of Duty followers talked about veterans. 65% of people Tweeting about the Call of Duty Veteruns 100K had never Tweeted about veterans before.