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million product codes exchanged

Challenge

To gear up for the much-anticipated release of the next Call of Duty title, Mountain Dew offered gamers the opportunity to earn in-game rewards and exclusive content through special packaging codes. A gamified experience allowed fans to redeem their product codes for in-game advantages like double-XP, and get access to exclusive, personalized content that extended the Call of Duty universe.

Solution

Call of Duty fans are always looking for ways to get closer to their favorite franchise. As part of a wider campaign, dentsu gaming designed a series of exclusive vignettes which added context and color to some of the key characters in the game. Leveraging customers’ webcams and facial recognition technology, we put Dew fans into the vignettes making them the star of their own personalized Call of Duty stories as an additional reward for inputting their product codes.