Work

Call of Duty: Online

Activision

In 2012, Activision partnered with Tencent to introduce its "Call of Duty" franchise to the Chinese market. The game was being brought to the Chinese audience in an entirely new way: online only, free-to-play, and instead of a single, self-contained experience, the content would span the entire breadth of the western "Call of Duty" games. Ant Farm’s campaign focused on two daunting tasks; educating a brand-new audience to the key elements of gameplay that distinguish "Call of Duty" from all other games available to them, and energizing that audience to the same levels of passion and excitement as the existing "Call of Duty" fans in the West.

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