Mountain Dew – Fuel Up For Battle

A digital experience that
brings Call of Duty in-game
rewards to life

CASE STUDY

How we

did it?

How could we use the the sales of specialty packaged Mountain Dew and Doritos to reward gamers in the lead up to the much-anticipated release of Call of Duty: Advanced Warfare?

To do this we played into the competitive nature of gaming super fans and created Fuel Up for Battle — a gamified interactive world where fans could log codes found on exclusively marked Mountain Dew and Doritos products in order to earn coveted in-game rewards. 

When a user entered a code, his new reward was built piece-by-piece and then locked into place on the Call of Duty Operator avatar. The new reward then immediately transferred to the user’s Xbox Live or Playstation Network account, ready for use during gameplay. After the user earned all rewards and badges, a final video brought the fully enhanced player to life.

Call of Duty fanatics love the game for its high definition, real world graphics, but the constraints of WebGL have made it challenging to bring this level of definition and fluid graphics to interactive design. Our in-house team of motionographers and technologists partnered to bend the rules of this technology and create an experience that pairs broadcast quality motion graphics with the seamless interactivity of a first-class digital experience and bespoke 3D content.

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The online experience began with a
scroll-activated preview of a Call of Duty soldier fully loaded with exclusive
Mountain Dew & Doritos gear.

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— LANDING PAGE —

COD-DESKTOP-1COD-DESKTOP-1

LONG-SCROLL ANIMATION

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Fuel Up for Battle allowed fans to
follow their characters’ progress
in real time, unlock special badges,
and access exclusive content.

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— DASHBOARD —

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After a reward unlocked, the gear began to reveal itself first by traced wireframes and then by full-color details that unfolded around the wireframed mold.

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— THE GEARS —

— BADGES —

— STYLE FRAMES —

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Additional content is unlocked once each mission is completed, and a final animation rewards users who have completed the
Fuel Up experience.

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— THE FINAL ANIMATION —

MTN-DEW-LOGOMTN-DEW-LOGO

CREATIVE TEAM

CREATIVE DIRECTOR
Flavio Vidigal

ECD
Dave Snyder

ACD
Jonathan Kim

ART DIRECTOR
Bruno Perotto

DESIGNER
Edwin Garza

COPYWRITER
Elizabeth Entenman

STUDIO & CONTENT

EXECUTIVE PRODUCER
Seth Tabor

MOTION GRAPHICS DIRECTOR 
Michal Z. Kuzmich

VISUAL EFFECTS
Jordan Caroll

COMPOSITOR ARTIST
Bruno Ferrari

FILM EDITOR
Amy Adair

DEVELOPMENT

DEV. DIRECTOR
Chuck Masucci

CREATIVE DEVELOPERS
Florian Zumbrunn
Roel Kok

 

ACCOUNT & MANAGEMENT

PROGRAM MANAGER
Katie O'Brian

SENIOR PRODUCER
Chris Grey

PRODUCER
Tyler Watamanuk

Created, Produced and Developed at  f i r s t b o r n

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