2021 Social & Influencer


Category C01. Content Placement
Entrant INGO Stockholm, SWEDEN
Idea Creation INGO Stockholm, SWEDEN
Name Company Position
Rickard Allstrin INGO Account executive
Tyler Bahl Activision Vice President and Head of Marketing
Eric Biessman Raven Software Senior Creative Director
Daniel Green Activision Blizzard Vice President EMEA Marketing
Max Hultberg INGO Art Director
Magnus Ivansson INGO Copywriter
Fernando Machado Activision Blizzard Chief Marketing Officer
Anna Malmhake Activision Blizzard Managing Director Go-To-Market
Jim McMullin Activision Blizzard Vice President Call of Duty
Michael Sanders Activision Blizzard Senior Visual Director
Pelle Sjoenell Activision Blizzard CCO
Björn Ståhl INGO CCO
Simon Stefansson INGO Planner
Carolyn Wang Activision Vice President Consumer Marketing Call of Duty

Why is this work relevant for Social & Influencer?

The single-player campaign for Call of Duty: Vanguard is the franchise's most ambitious ever. It was therefore important to introduce and build the hype of the main characters the game. In the first ever teaser of the new game, we introduced one of them in Activions free-to-play multiplayer game – Call of Duty Warzone. A game that already enjoys 100+ million players. Uploading spectacular moments in Call of Duty to social media is common within the community, we knew if we changed the winning cut scene, players would definitely share clips of their experience.


Call of Duty has long been famous for spectacular single player campaigns, adding great storytelling to first person shooters. But during recent years they've had criticism for the lack of depth in their stories. So the single-player campaign has been a strong focus in the upcoming game.The single player campaign is important in many ways, and it's one of the best ways to attract players to buy the game. To get players interested in the campaign, the mission was to build the main characters of the new game – Call of Duty Vanguard. A gaming taking place during WW2 focusing on four soldiers from different fronts of the war. One of the main characters go by the name Polina Petrova. A very skilled Russian sniper. To hype her character and the story. We used Activions free-to-play multiplayer game as a media channel to get people interested in the pay-to-play game.

Describe the creative idea (30% of vote)

One of the most interesting characters in the campaign is the skilled Russian sniper Polina Petrova. To introduce her we teased her in Activions free-to-play game – Call of Duty: Warzone. In Warzone you're thrown into a last-player-standing battle with a total of 150 online players, the objective is simple. To kill all other players and be the last one left alive. If you win, you get to enjoy the sweetness of victory by being the only one getting picked up by a helicopter. So, to let the community get a hint of Polina's character, we let them experience her first hand and by changing the sought-after winning cut scene – and letting her steal their victory. From out of nowhere, a mysterious sniper started to kill the last player standing. "Who stole my victory?! and within hours Polina Petrova was a household name in the community.

Describe the strategy (20% of vote)

Uploading spectacular moments in Call of Duty to social media is common within the community, we knew if we changed the winning cut scene, players would definitely share clips of their experience. And so they did. The gaming community was filled with reactions when the winning player got robbed of their victory, and we reached both and new players and Warzone's 100+ million player base.

Describe the execution (20% of vote)

Implementation: We added a new winning cut scene to the game. Timeline: Placement: Call of Duty: Warfare Scale:

List the results (30% of vote)

• Coverage in the biggest gaming outlets (i.e. GameSpot, IGN, Gamesradar, Polygon, NME, Uproxx, Inverse, Venture beat etc.) • 1000+ uploaded reactions on TikTok, Twitter, Youtube, Reddit and Instagram. First posted by @CharlieIntel • Polina Petrova quickly trended within Call of Duty community • Exposed and surprised most of the winners in Warzone's 100+ million player base Positive sentiment in PR: "This is easily one of the more interesting teasers that the franchise has done compared to its teasing of Black Ops Cold War in Warzone last year." "Undoubtedly, this new CoD: Vanguard Warzone teaser has injected more excitement in the community and a desire to see the new game officially revealed soon." – CharlieIntel When you realize you'll never see the Polina Victory Royale cutscene yourself because you're trash at the game. @_Tom_Henderson - @IGN "Nobody Won Call of Duty in August Because of an Ad Campaign" - Adweek