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BACKGROUND

When Call of Duty: Infinite Warfare was announced via a trailer on its owned social media channels, the reaction from the Call of Duty fan base wasn’t very inspiring. Fans were outraged when they learned that the game would take place in outer space, feeling the franchise had strayed too far from its Earthly warfare roots. Fueled by a user-generated online campaign, people went on the attack by going to YouTube and driving up dislikes on the trailer, making it the second most disliked video of all time.

 
 

APPROACH

 

With Call of Duty Infinte Warfare, Activision knew they were putting out a spectacular game that players would love, but the haters’ false perception of the game cast a negative shadow that we needed to overcome. Call of Duty fans are a tough bunch, so we decided to take the challenge directly to them: everything they thought they knew about this game was about to get exponentially more difficult. Because, f*ck it, we’re going to space. 

 
 

IDEA

 

Sure, Earth has its fair share of serious issues, but you wouldn’t know it when seeing what people choose to complain about on Social Media.  So, Call of Duty took to Twitter’s #FirstWorldProblems and squashed their complaints with the challenge of space, revealing them as nothing more than #EarthWorldProblems.

 
 
 

EXECUTION & RESULTS

Over the course of two days, the Call of Duty official Twitter account generated over 200 custom responses to people's first world problems, poking fun at them with tongue-in-cheek responses that showed just how much more challenging their "problems" would be in space. And the results were nothing less than astronomical.

 
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