Regardless of what people think about Activision milking the Call of Duty franchise, the publisher gets credit for not short shrifting any of the recent games in the series when it comes to high-profile marketing. For Call of Duty: Ghosts, which releases next month, Activision tapped into paid ads on Facebook mobile, and apparently the effort paid off.
Activision and Facebook released a case study brief highlighting results from the game’s paid ad campaign on Facebook, which they described as targeting users “primarily on mobile.” According to the study, Facebook helped Activision’s Call of Duty: Ghosts campaign reach 37 percent of all U.S. males aged 18-44, and more than half of them in the 18-24 year old bracket. The campaign reached 23 million people in total and generated 50 million impressions. Impressively, more than 85 percent of that reach was on target, delivering the ads to about 20 million males aged 18-44.
The Call of Duty franchise is one of the most recognizable video game franchises. Activision and Facebook’s statistics also show that the Call of Duty: Ghosts brand was able to get a 14 percent lift in awareness among its 18-44 year old target audience, and a 24 percent lift among 25-34 year olds.
Source: Facebook
