Company

Activision is the publisher behind Call of Duty, one of the best-selling video game franchises of all time, with more than 500 million copies sold since the first game launched in 2003. Each year’s release is one of the biggest entertainment launches on the calendar, backed by a global community of players, creators and fans.

So when Modern Warfare III dropped in November 2023, a standard launch wasn’t going to cut it. For the UK, Activision and Universal Music went louder: LDN Calling, a free secret London gig with Chase & Status and special guest Bou, the night before launch.

The catch? There were only 25 pairs of tickets, and the only way in was to crack three Call of Duty missions before entries closed on 31 October. Chase & Status, Bou and a squad of gaming and lifestyle creators announced each mission to their own followers, and the stunt made headlines in NME and VGC before the first mission even dropped.

Challenge

Missions, creators, artists, press: LDN Calling had a lot of moving parts. Activision needed one place to bring them all together, a destination where fans could play the missions, follow the hype and enter the competition, instead of bouncing between social posts, links and articles.

That destination had to feel like Call of Duty, not a generic competition form. It also had to house the content creators and talent were posting about the campaign, so every visit showed the momentum building.

And with so much of the activity happening on creators’ and artists’ own channels, Activision needed a clear way to measure it: how many fans turned up, which missions they completed and how far they got.

Solution

Activision partnered with Amondo to build the Mission Hub: a Call of Duty-branded destination that tied the missions, the creator content and the competition into one experience.

Curating creator content in one place

Behind the hub, Amondo centralised the campaign’s content from every platform it was happening on. Chase & Status, Bou and gaming and lifestyle creators announced the missions on Instagram, creators on TikTok explained how to get free tickets, and on X, Call of Duty UK dropped each mission while fans replied that they’d entered.

Posts using #MW3LDN or tagging Call of Duty UK, Chase & Status and Bou all landed in one searchable home within the Amondo platform, instead of scattered across dozens of creator accounts.

Activision’s team could then curate it: filtering by creator, picking the strongest posts and approving them in a few clicks, while anything off-brand stayed out of the experience.

Approved posts went straight into a Gallery inside the Mission Hub, next to official Call of Duty content, and were ready to redistribute across Call of Duty’s owned channels.

That created a loop. Every creator video, artist announcement and Call of Duty UK post had the same call to action: head to the Mission Hub. Once there, fans found those same posts showcased in the Gallery, alongside everyone else taking part. The more creators posted, the bigger the destination grew, and fans who already followed them saw the missions as a challenge worth completing, not an ad to skip.

Click-Through Tiles out to every mission

The Mission Hub was home base for the whole experience, with three puzzle missions unlocking over three days, each on its own landing page.

Click-Through Tiles sat right alongside the creator and fan content, leading out to each mission at the moment fans were most fired up. Someone watching their favourite creator explain how to win tickets was one tap away from starting a mission, without breaking the story or leaving the experience.

That turned passive scrolling into an immersive challenge. Fans weren’t just reading about the launch; they were part of it, building a deeper emotional connection to Modern Warfare III with a clear next step while they were already invested.

The gig that kept the content coming

Then came the payoff. On the night before Modern Warfare III launched, Chase & Status played a set from a working baggage carousel inside a recreation of Terminal, one of Call of Duty’s classic multiplayer maps. For the fans who’d cracked all three missions, it was the kind of night you can’t buy a ticket for.

An event that shareable was a content engine in its own right. Fans in the room filmed the set and posted from inside the map, while the artists and creators there shared their own clips from the night. All of it flowed back into the same hub within the Amondo platform, so the Gallery kept growing after the missions closed, and fans who didn’t win a ticket could still see exactly what they’d been playing for.

That closed the loop. Creator content drove fans to the missions, the missions filled the room, and the room created the next wave of content for everyone else to discover, keeping Modern Warfare III in people’s feeds right through launch week.

Measuring every mission

Because the whole campaign lived in a hub on the Amondo platform, every interaction happened on an owned page Activision controlled, not on someone else’s social feed. Every hub visit, every Click-Through Tile tapped, every mission page opened and every answer submitted was captured and tracked.

That gave Activision a level of insight scattered social posts never could. Instead of piecing together likes and views across dozens of creator accounts, the team could see the full journey in one place: how many fans arrived, which missions they opened, where they dropped off and how many made it all the way to Mission 3, tracked day by day as each new mission went live.

The result was a launch campaign Activision could actually measure, with first-party data on who engaged and how deeply, ready to shape the next one.

Results

In five days, the Mission Hub turned a 25-pair ticket giveaway into a launch-week campaign fans came back to for every new mission.

Fans didn’t just visit, they played. Entries kept coming as each new mission dropped, and close to half as many entries reached Mission 3 as Mission 1, even though each mission took more effort than the last.

The coverage kept coming too, with Headliner, Verge Magazine and EDM.com joining NME, whose announcement linked straight to the Mission Hub.