INSIGHT

Call of Duty: WWII was set to be the year’s biggest entertainment launch, taking fans back to the roots of the franchise.
We've got a little more than $0 to spend on reveal, and 6 billboards. 
How do we take those 6 billboards, and turn them into a campaign that reignites the community, to makes fans dig deeper.

 

IDEA

Hidden codes and classified intel
First, fans are sent on a mission to find codes, buried in Call of Duty billboards around the globe. Only once fans have
worked together to get all the code pieces will they unlock a hidden page on the newly designed site.

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Close up of the billboard artwork below. See the code?

On the new Call of Duty website – a mobile-first, visceral look at what’s to come – is a secret page:
https://www.callofduty.com/wwii/classified and a code breaking machine. Fans enter the codes found
on the billboards:

Once fans unlock the page, they find a dossier on each of the main characters:

Inside the folders are files that hint at the backstory of each character, as well exciting things that'll happen in the game. I can't say what. 

This hidden page quickly became an exciting new way to feed fans more content, and it continues to be updated with intel and cool easter eggs. Read the shoutout on Digiday: