Feature

Calling the shots

Clocking up 5.7 million views, our video short for Activision’s Call of Duty campaign featured the Inbetweeners star James Buckley to spread the word beyond the game’s loyal core. Buckley proved an endearing fall guy while battling pro-gamers in our Black Ops III shoot ’em up film, which was hosted on The Sun’s website and seeded through our popular media channels.

The video has been nominated for an award in the ‘best interactive entertainment content marketing strategy/campaign’ category at the Drum Content Awards, due to be announced on November 2.

“We faced a really tight turnaround to make this cheeky little film, but Activision, Buckley and our Call of Duty gamers all worked their socks off,” says Darren Smith, creative director at Bridge Studio. “I’m delighted that this hard work has been recognised with a nomination at Drum.”

The four-minute film was a hit with Inbetweeners fans and helped Call of Duty’s twelfth edition win a new audience. We hired leading e-sports professional Callum Swann to engage his 93,000 Twitter followers and our sister company Unruly to further the campaign’s reach.