Call of Duty: Modern Warfare 2 was the largest game release of all time. So we were chuffed to be asked by Activision to help them with a charity campaign involving the game.
Activision was planning to hold a charity event called Game for Good, with the aim to donate a life changing amount of money to the charity War Child. The concept was simple, the more gamers playing COD:MW2 on Xbox LIVE, the more money Activision would donate – up to a cool £250,000!

Our objectives for social media activity:
• Drive mainstream social media awareness for Game for Good
• Build social media community around Game for Good
• 1m unique UK gamers playing MW2 in multiplayer on 360 over the weekend of the 5/6 Dec

Strategy
In order to achieve these objectives we set about landscaping relevant communities and examining where conversations about the game where taking place. This helped inform our strategy of community creation, facilitation and outreach.

Tactics
We worked with Activision to develop the social media outposts, creating a customised Facebook Page where fans could find out more about the event and engage with the brand. We also developed a customised Facebook application that enabled fans to create events telling people when they would be playing, and invite their friends to join them. The application then pushed the story to the user’s wall and gave users the option to add a badge to their Facebook page to show their support.

This activity was supported by a Twitter brand outpost, in particular encouraging users to tweet about the event and add a ribbon to their avatar. We also undertook a blogger outreach program designed to encourage core gamers to get involved.

Results
The campaign was a great success with the Facebook page growing to a total of 16,552 fans. In just under 5 days the Facebook group grew by 13,332 fans, 650% from 2,447 fans to 15,779 fans.

The page averaged around 110 interactions per post over a 10 day period (this includes comments, likes), culminating in a total of 1,184 interactions on Dec 4th which shows massive engagement and satisfied the objective of building a social media community around Game for Good.

The Facebook application received almost one thousand downloads in 5 days, with almost all users adding custom descriptions to the event, encouraging their friends to join them.

Twitter grew to 595 followers in total over 10 days with retweets and support from game industry influencers Jason Bradbury, Will Francis and Acey Bongos the Xbox LIVE community manager.

In total over a million players got involved resulting in a total of £250,000 being donated to War Child.