CALL OF DUTY: MODERN WARFARE III
CALL OF DUTY: MODERN WARFARE III
call of duty’s mwIII sees series infamous villain makarov back into the fold, picking up immediately after the events of mwII. using his iconic nokia smartphone, we brought players into the narrative itself.
thus creating the unknown caller.
TEASING the story
Keen-eyed viewers of the teaser trailer could spot a hidden phone number…
social activation: INFLUENCERS
select creators were sent mysterious packages smuggled from a russian gulag.
The package itself contained narrative clues to Makarov’s whereabouts, including a prison tattoo stick-and-poke kit, shower slides, soap, Russian dog food and more, all tying thematically to the reveal trailer.
But what the package secretly contained was separate hidden pieces of a smuggled burner phone that when assembled and activated, connected users with the package’s mysterious sender.
While live-streaming creators were then given black cell contracts to complete in game for IRL rewards that they could in turn distribute to their chat. Upon completion, creators were told to keep their phones nearby and await further instructions…
SOCIAL ACTIVATION: COD FANS
350,000 FANS JOIN THE conversation
We encouraged everyone else to get in on the fun by texting the hidden number in the teaser, thus giving everyone access to their own personal Unknown Caller. Through this text service we delivered daily easter eggs and clues, all teasing the upcoming in-game event that would reveal MWIII to the world for the first time. All still under the guise of an unknown correspondent.
Signups blew through estimated projections as we earned a 50% click-through rate of engagement. Positive sentiment was through the roof as fans began speculating who was behind the mysterious cell number.
tying to the narrative
REVEALING MAKAROV
We also gave our text correspondents exclusive first access to the reveal trailer. Keen eyed viewers could even spot the prison tattoo kit we previously had sent creators.
CUSTOM REVEAL ART
we commissioned custom reveal artwork to further hype fans
building hype and anticipation
unknown caller continued activating creators, giving new missions, showing up in stream chats and more…
Hype and speculation built every day leading up to the reveal event.
THE FINAL CHAPTER - revealing the unknown caller
shadow seige ltm event/ modern warfare III official trailer
To piece together the final piece of the puzzle, players jumped into the game to attempt to complete the limited time mode event. Upon completion, the game revealed Makarov has been the one behind the curtain, and Unknown Caller, all along.
Every person then received a final message from Makarov himself, delivered as a voicemail to each and every number that participated in Unknown Caller.
