Unique Marketing Campaign to Drive Franchise
Launch Engagement
Included a "Creator Squad" Featured in
"The Lobby"
WATCH "THE LOBBY" HERE
LOS
ANGELES and TORONTO,
Nov. 13,
2023 /CNW/ - Renowned game publisher Activision
(NASDAQ: ATVI) and award-winning media agency QYOU
USA, a division of QYOU Media
(TSXV: QYOU) (OTCQB: QYOUF), have launched a unique creator
driven campaign for the latest installment of the iconic Call of
Duty® franchise, Modern Warfare III, which
hit shelves on November 10, 2023. The
marketing campaign features five leading, cross platform creators
who set a new standard in influencer activation with the merger of
digital marketing, online content and "IRL" production.
As part of this year's campaign, QYOU was responsible for
casting a top-tier, timely and culturally relevant "creator squad"
to participate in the streamed showcase event, Call of Duty: NEXT,
and participate as background actors for a highly produced live
action trailer, "The Lobby." QYOU added five creators to the
casting mix: SpencerX (55M
Followers), Michelle Munchie
(8.6M), Trevor Bell (5.4M), ZHC (15.5M)
and Jamad Fiin (2.1M) who each
surprise viewers throughout the video.
Each creator brought their unique talents to Call of Duty: NEXT,
hyping fans for the upcoming Call of Duty: Modern Warfare III
Multiplayer Beta, while joining as background on the set over two
days. Due to SpencerX's gravitas and on-set presence, his status
was elevated to the participating traditional celebrities.
In Call of Duty, The Lobby is the staging area for players to
join before playing the actual game and moreover, The Lobby is the
place where all gamers from all backgrounds and walks of life come
together to be social as a community and let the fun begin.
In the aptly titled film, a young gamer finds their way into a
Call Of Duty lobby that has come to life with a large cast of
characters waiting to drop into a match. The film stars
celebrities, athletes and musicians who are fans of the franchise
as well as popular Call of Duty game characters Ghost, Gaz,
Makarov, Valeria, and Graves.
"In casting influencer talent for 'The Lobby,' we sought
creators who mirrored the spirit and diversity of the 'Call of
Duty' community—dynamic, varied, authentic," stated Lexi St. John, QYOU's Vice President of Creative
and GM, QYOU Studios. Added QYOU's President Glenn Ginsburg, "Our approach was to provide our
creator partners with opportunities that opened doors for them to
thrive in their element. This fluidity allowed them to remain
unapologetically themselves. We committed to an organic production
process, letting the pieces fall into place naturally and seizing
every opportunity to let authenticity lead the way."
"As production for 'The Lobby' unfolded, it became clear that
these creators were more than a marketing component, but that their
presence in the campaign was evolving. Their passion translated
into authentic content for their vast social media followings,
adding a rich, behind-the-scenes layer to our overall campaign
narrative, culminating in SpencerX stepping into a speaking role
alongside our traditional celebrities," said Victor Acosta, Associate Director, Digital
Marketing at Activision.
In total, QYOU and Call of Duty's collaboration yielded more
than 10 posts on social media with a combined total of nearly
10M views and 480K engagements. They also saw 5.3% ER, two
times the benchmark for TikTok.
When the finished film was unveiled, SpencerX couldn't help but
cry, watching himself on a big screen "I will never stop talking
about this," he said.
SpencerX concluded, "Growing up as a beatboxer, video games
opened up entire WORLDS for me to explore and learn from. Fast
forward to today and I am making sound effects as an actor in a
Call of Duty production with pioneers in their crafts, bringing joy
and hope at a time where happiness, peace and an overall positive
experience are at stake for many in the world. I feel so grateful
giving others a great 'Xperience' in their own home."
Call of Duty: Modern Warfare III was released at 9 PM Thursday evening, worldwide.
ABOUT QYOU MEDIA
QYOU Media operates in the United
States and India producing
and distributing content created by social media stars and digital
content creators. QYOU USA
specializes in driving awareness, excitement, and engagement for
brands across social platforms at scale with cultural impact. Among
their clientele are major film studios, game publishers and brands.
Founded and created by industry veterans from Lionsgate, MTV,
Disney and Sony, QYOU Media's millennial and Gen Z-focused content
reaches more than one billion consumers around the world every
month via creator activations, brand channel and community
management and media solutions. QYOU additionally distinguishes
itself in the creator economy with their in-house, full-service
content studio which includes development, production, and
post-production teams. Experience our work at theqyou.com and
on LinkedIn.
ACTIVISION, CALL OF DUTY, and MODERN WARFARE are trademarks
of Activision Publishing, Inc. All other trademarks and trade names
are the property of their respective owners.
Neither the TSX Venture Exchange nor its Regulation Services
Provider (as that term is defined in the policies of the TSX
Venture Exchange) accepts responsibility for the adequacy or
accuracy of this release.
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multimedia:https://www.prnewswire.com/news-releases/activision-and-qyou-partner-with-leading-social-creators-to-support-the-launch-of-call-of-duty-modern-warfare-iii-301985773.html
SOURCE QYOU Media Inc.