Activision Warzone Mobile

Role: Strategist, Concepting, On Set Content Capture, Scripting

This was an interesting project for me as I myself am a pretty serious Warzone player. The initial brief was looking to find ways to convince current console/PC players to play Warzone on mobile when it was released. I pressure tested the brief by conducting focus groups during the pitch phase of the project with real players from across the United States who were current players of Warzone. The findings - unless you were an insanely loyal fan of the franchise you weren’t going to stop playing on the superior devices. Most of them weren’t even interested in adding the game into their playing rotation as when they had time to play they’d prefer to do it the way they enjoy the most.

This completely changed the way we approached marketing the game. It was less ‘hey this is the game you already know’ and more ‘how do we explain warzone to a brand new mobile gaming audience that’s entirely different than our current player base.’

The strategy shift helped drive over $1.6 million in the first 4 days of launch. Launch weekend alone generated nearly 2B impressions and 250K+ mentions of Warzone mobile across social platforms with the platforms we manage skyrocketing in growth.

Over the 6-month course of the campaign after launch, we also saw:

• Over 31% follower growth across platforms

• 30M+ video views across platforms

• 4M+ total engagements across platforms