By Mariano Rojas Ruiz
06 Nov 2023, 00:43 AM EST
The franchise Call of Duty (CoD) has evolved considerably since its beginnings focused on World War II to modern scenarios. This year, the series features a direct sequel to Call of Duty: Modern Warfare III (MWIII) and presents a novel approach in its launch strategy, as Peso Pluma will be the lead singer of the video game, marking the first time that a Mexican artist becomes the global image of the franchise.
In it As part of this campaign in MWIII, Peso Pluma releases a song along with a music video that will be available on all streaming platforms. It should be noted that the global Call of Duty YouTube channel plays an important role, as it presents the main villains of this installment and aesthetically fits both the artist and the game.
Rodrigo Pérez, Call of Duty product director for Latin America, and Iñigo Campomanes, commercial operations manager at Activision Blizzard, explain that the The main objective behind this collaboration with Peso Pluma is to transform Call of Duty into a “content platform”.
Executives want CoD to become more than just a game, that is, an ecosystem. This is evident through the daily content in Call of Duty Mobile and Warzone, which are part of its “Always On” strategy.
In addition, they emphasize that the company’s purpose is to keep the community united and engaged, through content on various platforms and connections with artists and musicians that bring their fan base closer to the game.
Call of Duty seeks to repeat the success in its collaborations
Although the collaboration with Peso Pluma is part of its marketing strategy, establishing a link with one of the most popular artists of 2023is also an outstanding achievement in the Latin American region in its position at a global level.
Last year, the collaboration with the Banda MS was an organic strategy, since a part of Modern Warfare II’s story took place in Mexico. In addition, it had a positive impact on the local market, as the music video exceeded 42 million views.
This initiative not only highlights the recognition of the importance of the Mexican market, but also the way in which the franchise embraces popular culture. However, in this sequel, Featherweight does so from a position of popularity in all regions of the world, consolidating itself as a global figure.
With the help of the singer of “She Dances Solo”, Call of Duty seeks to repeat last year’s success. According to figures shared by the company, in the first three days, the game sold more than 800 million dollars, surpassing the combined sales of cinema giants such as ‘Top Gun: Maverick’ and ‘Doctor Strange in the Multiverse of Madness’.
CoD’s partnership with Featherweight not only has a commercial impact, but is also a testament to how the video game industry is becoming more integrated into pop culture. In addition, it highlights the economic power of Call of Duty and the reasons behind Microsoft’s acquisition of Activision Blizzard, as well as the concerns of competitors regarding this purchase.
The launch strategy is completed to reduce the wait for the Call of Duty: Modern Warfare III launches on November 8, 2023 and determine if the expectation translates into a game that is as impactful as your marketing campaign.
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