Activision ‘SOAP Codes’

Inspired by the franchise’s beloved Scottish soldier, John ‘Soap’ MacTavish, we created hype around in-game weapon accessories through social. Instead of giving the item away, the audience had to earn secret codes for it by quickly dropping soap emoji comments in response to our social posts. Like in Call of Duty itself, the quickest reflexes win. We turned the item drop into a game that spoke directly to community humour. One organic tweet later, Soap Codes blew up.

The actor behind Soap, who provides the voice in the game, Neil Ellice, saw the fervour and wanted in. We recorded another callout with Neil, addressing the hype and stoking the fans’ fire.