In Brief

First-person shooter juggernaut launches a social media assault with a digital-first publicity campaign

Call of Duty: Advanced Warfare has already broken ground in everything from graphics to multiplayer functionality to star power in voice actors for its campaign. This week, they’re doing it again in the marketing of the latest installment of the franchise.

Their “Power Unlocked” campaign is an extension of game-related publicity and engagement techniques used by creator Activision and other video game publishers for several years. It allows fans of the game to connect via their console, computer or portable device and earn points for their account via engagement activities including game play and social sharing. Those points can be traded in for advanced multiplayer options, new in-game weapons and equipment and access to meta game information like character backstories and the actions leading up to scenes in the game.

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