MODERN WARFARE X CULTURE KINGS

Client: Call of Duty®

Background

We needed to drive impact ahead of the Call of Duty: Modern Warfare launch amongst core gamers, while still hitting key popular culture verticals.

Common ground

Casual gaming fans have always overlapped with music, sports, and  street culture. But where could we hit all those verticals in one place? Culture Kings, the Australian cultural tastemakers and leading fashion retailers.

playGround

We hosted a one-of-a-kind livestream event for the official launch of Call Of Duty Modern Warfare direct from Culture King’s Melbourne store, with talent engaged across gaming, sport and music, including NBL stars Jerome Randle and Casper Ware, along with artists Joyride, Kwame and Seth Sentry.

Content collaborations with influential media partners to engage audiences with Modern Warfare across different cultural touch points, this included streetwear leaders - Culture Kings, leading basketball community - Basketball Forever, Australia’s biggest social and entertainment publisher – LADbible, and Australian youth lifestyle publisher - Life Without Andy.

Ground breaking

Results unavailable due to confidentiality.