We Are Social

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THE CHALLENGE

Activision sought to get a demanding Call of Duty community excited about an in-game item when brand love was low.

THE INSIGHT

In the age of 'digital hoarding' people see more value in something when its earned.

THE IDEA

Inspired by the franchises beloved Scottish soldier John 'Soap' MacTavish we said " show us soap, we'll show you love'. Instead of giving the item away the audience had to earn secret codes for it by quickly dropping soap emoji comments.

Like in Call of Duty itself, the fastest reflexes win. We turned the items drop into a game that spoke directly to community hour.

One organic tweet later... Soap Codes blew up!

The actor behind Soap, Neil Ellice saw the hype and wanted in. We recorded another call out with Neil addressing the hype and stocking the fans fire.

Then the soap really slipped out of our hands...

0%: PRODUCTION BUDGET

0%: MEDIA BUDGET

0%: INFLUENCER BUDGET

0%: TALENT BUDGET

Unprompted YouTubers made content about our content click baiting audiences with how to's for the 'rarest' COD item ever
Controversy took over Reddit. The game caused heated debates online. Just how could anyone get hold of the items?
Huge streamers got in on the action, just because they wanted 'in' on this conversation taking over gaming social
Soap Code fever hit such a high that a black market formed online - people traded codes or sold them on eBay for $100