Chris Swanson | Creative Director
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Call of Duty | #EarthWorldProblems

PLEASE, TELL ME MORE ABOUT YOUR #EARTHWORLDPROBLEMS

Sure, Earth has its fair share of serious issues, but you wouldn’t know it when seeing what people choose to complain about on Social Media.  So, Call of Duty took to Twitter’s #FirstWorldProblems and squashed their complaints with the challenge of space, revealing them as nothing more than #EarthWorldProblems. Over two days, we operated a newsroom to create, share, and troll Social Media with over 200 custom pieces of content. Hijacking the newsfeed and engaging with brands, celebrities, influencers, media outlets, trending topics, gamers, and random Twitter users. The campaign resulted in 251.6MM potential impressions, $1.25MM in earned media value and +35% positive sentiment for their upcoming release, Infinite Warfare.

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A LITTLE SAMPLE OF THE ENGAGEMENTS

AND WHO DOESN't APPRECIATE A LITTLE FAN LOVE...

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// role: creative direction – concept, design, team & newsroom management, production
// team: Jordan Atlas, Michele Pappas, Ji Choi, Alex Sutton, Gabe Duran, Ronnie Lee, Matt Kugler, Lauren Curtis, Katie Stemler, Ben Lewis