To celebrate the release of Call of Duty: Modern Warfare II, Activision is gifting bespoke Calling Cards to purchasers of exclusive George at Asda t-shirts produced by Fashion UK, through technology facilitated by global technology partner, Fabacus.
This isn’t the first time Activision has offered bonus in-game content as part of its consumer products strategy, having previously printed static redeem codes on receipts.
“Engaging the Call of Duty fanbase across different business verticals has always been an important part of our brand experience,” commented Philippe Bost, vp international consumer products at Activision Blizzard. “With this innovative technology, Fabacus have enabled us to advance how we engage our fans further – as well as how we can collaborate with our licensee and retail partners – offering a seamless, digitalised experience to consumers of our licensed products, taking them from in-world product to the in-game world in a short, smooth process.”
Activated through scanning live QR codes concealed within Modern Warfare II merchandise – produced by Fashion UK – consumers will be able to register their details to redeem and display the bonus content in gameplay.
A spokesperson from George at Asda added: “We are proud to be offering this experience and technology to our customers. Without the need to print codes or misplaced receipts, this innovation has made the campaign easy to set up with all partners involved, and for our shoppers to engage with. We are excited to see it come to life.”
As well as providing greater incentive for consumers to complete a purchase, digital insights will also be generated, so Activision as an IP owner can more effectively understand and engage Call of Duty fans in future campaigns.
“After some amazing campaigns utilising our consumer-facing technology, we are delighted that Activision has chosen to partner with us to enrich the experience for their Call of Duty fans,” continued Andrew Xeni, ceo and founder at Fabacus. “Having a major retailer such as George at Asda on board is incredible validation and the start of an exciting trajectory.
“Our platform was originally developed to foster transparent and collaborative relationships between brands, their partners, and their consumers and so we look forward to seeing this campaign go live in stores, in celebration of the Modern Warfare II release.”
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