Call of Duty: The Haunting Season 6 Launch Trailer | Clapboard

The Haunting - Season 6 Launch Trailer

Description

In 2024, Call of Duty launched an engaging film campaign titled The Haunting - Season 6 Launch Trailer in the United States, designed to captivate gamers and fans of the franchise as part of the Gaming industry’s dynamic landscape. This campaign centers around the Smile 2 Bundle for Call of Duty: Warzone and Modern Warfare III, encouraging players to "Secure the win, with a smile on your face 😀." The campaign effectively combines immersive storytelling with a call to action by promoting the Tracer Pack #Smile2 and featuring the exclusive #SmileMovie, available exclusively on the big screen in October 2024. Leveraging multiple social media platforms including X (formerly Twitter), Instagram, Facebook, TikTok, and Threads, Call of Duty ensures comprehensive digital engagement by providing the latest intel and updates to their vast online community. The campaign’s two well-crafted media assets emphasize the adrenaline-fueled experience of competitive gaming, while also humanizing the player’s journey through the memorable and emotive tagline. By seamlessly integrating user interaction through hashtag-driven content like #CallofDuty, #ModernWarfare3, #WarZone, and #MW3, the campaign fosters a sense of community and excitement ahead of Season 6’s launch. This multidimensional marketing approach not only highlights Call of Duty’s innovation in game content but also reinforces brand loyalty by connecting emotionally with its dedicated audience, making it a standout initiative in the competitive gaming advertising sector of 2024.

Credits

Client

Call of Duty

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Campaign Proposition

The campaign for Call of Duty’s 2024 launch of "The Haunting - Season 6" leverages a compelling brand proposition centered on delivering an engaging and exhilarating gaming experience that balances intensity with a sense of enjoyment, as encapsulated in the tagline “Secure the win, with a smile on your face.” This suggests that while the gameplay remains competitive and performance-driven, it also emphasizes fun and satisfaction, inviting players to approach the challenges with confidence and a positive mindset. Strategically, the campaign targets the core gaming community in the United States, focusing on players of Call of Duty’s flagship titles, Warzone and Modern Warfare III. By launching in October 2024, the campaign taps into the seasonal surge in gaming engagement and content consumption, aligning with both the release cycle and cultural moments such as Halloween, hinted by the “Haunting” theme. The integration of a "Smile 2 Bundle" and the promotion of a tie-in movie (#SmileMovie) reflect a cross-media approach aimed at deepening audience connection through multi-platform engagement. This is reinforced by active social media outreach across relevant channels (X, Instagram, TikTok, Threads, Facebook), optimizing reach and interaction with a digitally native audience. Creatively, the campaign employs a performance genre tone while incorporating a playful edge, balancing the seriousness of competitive gaming with the levity suggested by the “smile” motif. This dual angle works to position Call of Duty not just as a demanding shooter but as a community-oriented experience where players can both compete and enjoy themselves. Together, these elements create a market strategy that leverages seasonal timing, cross-platform storytelling, and community engagement to sustain player interest and drive adoption of the new season content.

Creative Device

FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres. This campaign clearly aligns with the Parody or Borrowed Format device. The title “The Haunting - Season 6 Launch Trailer” and the “Smile 2 Bundle” directly reference and borrow from the “Smile” movie franchise, using horror movie tropes and release timing (October, Halloween season) to build thematic resonance. The campaign fuses Call of Duty gameplay with the tone and iconography of a hit horror film, engaging fans by leveraging genre crossover. This creative technique thrives on pop culture borrowing, not storytelling or direct product demonstration.