DEW Answers the Call of Duty

Building a digital ecosystem that drives sales and enhances the in-game experience.

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Firstborn designed and built a multiplatform digital hub that served as the repository for over one billion unique product codes for Mountain Dew’s biggest promotion of the year. Gamers that drank Dew and ate Doritos earned codes to unlock double experience points (2XP) while in Call of Duty: Black Ops III Zombies mode—allowing them to access in-game features faster than ever before. As users entered codes and unlocked 2XP, they were also treated to an exclusive cinematic experience from the Call of Duty Zombies universe. Firstborn created unique vivid video content exploring the world of seminal Zombies mode characters.

Integrated facial recognition technology took user webcam photos and seamlessly placed them into scenes from the world of Call of Duty—weaving users into the Zombies’ back story and delivering a personalized, shareable media experience. The more codes users entered the more scenes they unlocked—ultimately creating a symbiotic interplay of content and functionality.

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