CALL OF DUTY CASE STUDY

Measuring Earned Visual Impressions for Product Launch

Edelman led the social promotion of Activision’s Call of Duty Infinite Warfare teaser which launched May 2 in anticipation of the Nov 4 release. Central to the campaign was visual content to engage fans and create demand, because images are processed faster by the brain, have more emotional impact, and are remembered longer than text. Using automated image recognition from Ditto, Edelman was able to track organic shares of key brand images in addition to measuring #CallofDuty, #COD16 and #InfiniteWarfare text mentions.

BACKGROUND

Ditto identified 197MM visual impressions on Twitter during the 12 day campaign. 7% of nearly 50K images had no brand reference in the text. Many of these “image only” tweets garnered several hundred Retweets and Likes – generating 8MM impressions not identifiable via text. The authentic user generated content also provided Call of Duty fan insight and engagement opportunities.

FINDINGS

“With Ditto we were able to quantify 8MM earned media impressions that were invisible via traditional social listening tools and identify authentic fan content for engagement.” Michael Fein, VP Business Measurement and Insights.

Infinite Warfare Visual Mentions

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