Activision, 72andSunny Use Snapchat to Promote New COD

More innovative marketing from Activision, this time around its upcoming Call of Duty: Infinite Warfare.

Adweek: “Activision and 72andSunny have found a fun way to capitalize on Snapchat’s zombie filter.

“(The) team rolled out a sponsored lens campaign in the U.S. that morphs selfies into zombie faces with ‘zombie karaoke’ sweatbands that sing along (with subtitles) to the classic ’80s hit ‘Relax’ by Frankie Goes to Hollywood. Once people record a video of themselves singing the song, they can share it. On Friday, the lens goes live internationally, marking the first time a gaming company has purchased an international lens.”

“The campaign promotes Call of Duty: Infinite Warfare, which comes out on Nov. 4 and entails battling ‘the undead in a space-themed amusement park full of deadly zombies as one of four classic ’80s archetypes: the jock, the nerd, the valley girl or the rapper.'”

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