A digital experience that
brings Call of Duty in-game
rewards to life
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.
The online experience began with a
scroll-activated preview of a Call of Duty soldier fully loaded with exclusive
Mountain Dew & Doritos gear.
— LANDING PAGE —
Fuel Up for Battle allowed fans to
follow their characters’ progress
in real time, unlock special badges,
and access exclusive content.
— DASHBOARD —
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.
— THE GEARS —
— BADGES —
— STYLE FRAMES —
Additional content is unlocked once each mission is completed, and a final animation rewards users who have completed the
Fuel Up experience.
— THE FINAL ANIMATION —
Created, Produced and Developed at f i r s t b o r n
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