Activision: Call of Duty Cash Squads

In 2020, brands globally were finding relevant ways to ’give back’ during the pandemic. Activision briefed us to find an authentic way for Call of Duty to play a role in supporting key frontline workers during such a critical time.​

Charity eSports tournaments were increasingly popular during the UK’s lockdown, so we looked to harness this trend and mobilise the incredible popularity (75 million active players) of Call of Duty Warzone to support fundraising efforts.​

In partnership with LADBible, we created Warzone Cash Squads where three celebrity Warzone fans (Jesse Lingard, Aitch and Jofra Archer) united to play the game and earn points. The better they played in the Battle Royale game the more money they win for key workers – all donations funded by Activision. ​

The campaign was published as a three-episode miniseries hosted on LADBible, receiving a total of 2.6M+ video views, 20.4K+ engagements and 11.1M+ impressions. ​

All episodes were in the Top 5 most viewed in the UK and the Top 20 most viewed globally, and a total of £12,000 was given away to key workers during the campaign.​

Key stats:

  • £12,000 raised for key workers
  • 2.6M+ content views
  • 11.1M+ total impressions
Sector: Entertainment
Specialist expertise: People + Purpose, Content + Publishing Strategy, Virtual Events, Media Relations
Office: London