## Call of Duty’s Viral Marketing Success
At GamesBeat Summit 2024, one of the standout discussions revolved around the viral marketing success of the popular video game franchise, Call of Duty. Tyler Bahl, the SVP and Head of Global Marketing at Activision, shared insights into the franchise’s marketing strategies during a fireside chat moderated by Vanessa Chang, Head of Global Gaming Marketing, Cross-Platform at TikTok.
The discussion began with a captivating sizzle reel showcasing Call of Duty’s viral marketing efforts, including its social media campaigns and streaming initiatives. Bahl emphasized the changing landscape of game marketing due to the rise of digital purchasing. “We have to find new ways to reach our audience from a digital standpoint,” he stated. He also mentioned the expansion of Activision’s offerings, such as the introduction of a LiveOps business with the free-to-play game Warzone and the release of two mobile games.
## Beyond Game Trailers: Engaging Online Content
Bahl and Chang delved into the importance of creating engaging online content that extends beyond traditional game trailers and gameplay showcases. Chang highlighted the significance of considering how players engage with a game outside of actual gameplay. She revealed that many TikTok gamers find watching game-related content on the platform just as entertaining as playing the games themselves, which keeps them coming back for more. Activision has been collaborating with “tastemakers” to provide unique and tailored Call of Duty content, aiming to go beyond the core audience.
## Adapting to Changing Audience Needs
The conversation between Bahl and Chang also touched upon the evolving needs of Call of Duty’s audience from a marketing perspective. As gaming preferences change and technology advances, it is crucial for marketers to stay ahead of industry trends. Bahl expressed interest in exploring the potential of AI in marketing, while Chang emphasized the importance of understanding industry preferences and evolving marketing strategies accordingly.
## The Future of Call of Duty Marketing
In their closing remarks, Bahl and Chang encouraged listeners to continue leveraging social platforms to reach new audiences. They emphasized the need for adaptability and innovation in marketing approaches to keep up with the ever-changing gaming landscape. Both speakers recognized the value of staying informed about industry preferences and trends to ensure successful marketing campaigns.
In conclusion, the fireside chat at GamesBeat Summit 2024 shed light on the viral marketing success of Call of Duty and the strategies employed by Activision. The discussion highlighted the importance of creating engaging online content, adapting to changing audience needs, and embracing emerging technologies in marketing. As the gaming industry continues to evolve, marketers must stay nimble and continuously explore new avenues to connect with gamers around the world.