Activision, MEC and Millennial Media Partner to Launch Call of Duty: Black Ops 2 in UK

  Activision, MEC and Millennial Media Partner to Launch Call of Duty: Black
  Ops 2 in UK

  Innovative Mobile Rich Media Campaign Allows Consumers to Directly Insert
                            Themselves Into an Ad

Business Wire

LONDON -- December 05, 2012

Activision, MEC Global and Millennial Media (NYSE:MM), today announced a new
mobile advertising campaign around the launch of Call of Duty: Black Ops 2,
the latest installment of one of the most popular video game franchises in the

The campaign is the first to use Millennial Media’s new Photo Shoot rich media
feature, which leverages the camera functionality of mobile devices to present
an interactive, social experience not possible in any other medium.

The creative unit is running as both an expandable banner and an interstitial,
and when a consumer encounters the ad, an image appears of an official Call of
Duty: Black Ops soldier, with a custom animation in the background featuring
white smoke moving across the screen. The consumer is then prompted with the
ability to call up their camera, and once a picture is taken, the face of the
person in the photo is inserted onto the image of the soldier, bringing out
“the soldier in all of us.”

Once the custom image is created, users are given the option to download the
picture or share via social media. A second ad unit in the campaign allows
consumers to send a tweet from directly within the creative, giving them
another opportunity to organically raise awareness around the game release and
create additional earned media for the brand.

“The campaign actively encourages consumers to interact with the ad, and lends
itself perfectly to social media and viral sharing,” said Alex Hicks, Account
Manager, MEC Global. “Mobile presented us with a creative way to connect
consumers with the Call of Duty brand, and present them with an experience
unlike anything they had seen before. “

“The Photo Shoot ad unit is one of many rich media features we offer that
takes advantage of the native capabilities of the mobile device,” said Gavin
Stirrat, MD, EMEA, Millennial Media. “One of the inherent advantages to
advertising in mobile is the ability to leverage these uniquely mobile
features, and this is an example of how to do that in a way that will boost

The campaign is targeted to gaming enthusiasts and men 18-34, and is running
on both Android and iOS devices. From within both ad units, consumers can also
visit the official Call of Duty mobile-optimised website, where they can view
game trailers and order the game directly from their device.

Activision, MEC and Millennial Media previously teamed up to launch Call of
Duty: Modern Warfare 3 in 2011. The game became the largest entertainment
launch of all time and grossed over $1 Billon in 14 days. For this year’s Call
of Duty release, Millennial Media was Activision’s exclusive UK mobile media

A video demo of the ad unit can be seen at:

About Millennial Media

Millennial Media is the leading independent mobile advertising and data
platform. Our technology, tools and services help app developers and mobile
website publishers maximize their advertising revenue, acquire users and gain
audience insights. Our platform also enables us to offer advertisers powerful
Mobile Audience Solutions (MAS) that utilize our significant scale,
sophisticated targeting and uniquely engaging creative capabilities to deliver
meaningful results.


Media Relations:
Matthew Lindberg, 203-682-8214
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