Activision Uses RFID To Declare War on Static Gaming
Activision’s Call of Duty franchise declared war on static gaming events over the fall, activating a three-day Call of Duty XP event that immersed thousands of fans in a theme park environment that brought the brand’s vivid battlefields to life. Décor that replicated game maps, photo ops, hands-on game play and physical challenges like paintball and zombie laser tag turned Los Angeles’ The Forum into a gamer’s playground jam-packed with experiences that begged to be shared across social media.
Activision designed Call of Duty XP with both live and virtual attendees in mind in an effort to both increase remote viewership of the event’s championship tournament, and to engage its passionate fan base through the live experience. To deliver on its goals, the brand employed an RFID system and customized app that not only inspired participation in on-site engagements, but encouraged social sharing with Call of Duty’s global online community.
Each element of Call of Duty XP featured an RFID tie-in, from the moment attendees entered the event and received their branded RFID-enabled wristband, to the very last live battle. The technology allowed attendees to seamlessly share their experiences at every turn through photo opportunities of on-site activities and Facebook Live streaming of game play. The wristbands also helped push the brand’s gamification strategy, encouraging fans to participate by offering digital and physical badges for their accomplishments.
Whether fans were glued to one of the event’s countless screens while duking it out in Modern Warfare Remastered, or cruising down the on-site zip line, they shared their experiences often and on multiple platforms. When Activision left the battlefield at the close of the three-day affair, it had earned 211 million social impressions and over 67 million video views. Game over.