Bringing fans to the
universe of Call of Duty Black Ops III Zombie Mode
Leading up the release of the highly anticipated Call of Duty: Black Ops III, Firstborn created a digital platform to strategically tie DEW, Doritos and Call of Duty together for Mtn Dew’s biggest promotional push of the year.
Firstborn designed and built a multiplatform digital hub that served as the repository for over one billion unique product codes. Gamers entered codes to unlock double experience points (XP) in Black Ops III Zombies mode—allowing them to unlock in-game features faster than ever before.
As users entered codes and unlocked 2XP, they were also treated to an exclusive cinematic experience from the Call of Duty Zombies universe. Firstborn created unique, vivid content exploring the backstories of seminal Zombies mode characters. Integrated facial recognition technology took users’ webcam photos and seamlessly placed them into scenes from the world of Call of Duty—weaving users into the Zombies backstory and delivering a personalized, shareable media experience. The more codes users entered the more scenes they unlocked—ultimately creating a symbiotic interplay of content and functionality.
The online experience begins by
bringing gamers, DEW fans and Call
of Duty enthusiasts together in one seamless online experience.
— LANDING PAGE —
We brought the personalities of the
four archetypal characters to life through
an exploration of their pasts leading
up to the Zombies game.
Four unlockable videos detailing these characters—exclusive
content that COD fans can only get by redeeming codes.
— THE BOXER —
Most things can be settled in the ring.
Bets. Grudges. Debts. The Boxer knows
the cost of paying them all.
— THE DETECTIVE —
Absolute power corrupts absolutely.
The hopeful and the stupid pretend that’s
not the case. The Detective isn't stupid
and he’s even less hopeful.
— THE FEMME FATALE —
Some live for the limelight. The
Femme Fatalle is willing to die for it.
Her whole life ahead of her with so
much already left behind.
— THE MAGICIAN —
Born into wealth, power and the
trappings of unearned privilege, The Magician is arrogance incarnate.
Within the first 48 hours with no media driving to the experience, we received over 200,000 organic views on YouTube.
Fan-made tutorials, screen captures, even a whole
theory about the main plot grew organically.
Created, Produced and Developed at f i r s t b o r n
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