Activision: Call of Duty ‘Grime Map’

London put Grime on the map. Now play the Grime map in the game 🔥

We hit up @Alhan to tell you lot how it is. pic.twitter.com/KfYnygakTI

— Call of Duty UK (@CallofDutyUK) May 8, 2024

Leaning into online culture

As one of gaming’s biggest titles, Call of Duty is entwined with online culture. So to reveal and build hype for a new London-based ‘Grime’ multiplayer map, we developed a suite of hyperlocal content that was littered with IYKYK references and rooted in the capital city’s music scene.

We enlisted some of grime’s greatest

First, we riffed off popular YouTube show Gaswork with creator Alhan Gençay, to announce the game’s ode to London. Innovative AR-powered edits on TikTok and Instagram, which glitched and twisted reality, then acted as a bridge between real-life surroundings and the virtual world.

Who said grime was dead? 👀

We sent @Alhan on a mission to find the new Grime map in real life London. pic.twitter.com/1nSFKTLmSM

— Call of Duty UK (@CallofDutyUK) May 10, 2024

Game on

Then, MCs JME, P Money, Unknown T and Chip linked up with Alhan in a studio for the least-friendly friendly 2v2 game of COD on Grime.