Call of Duty: Warzone Mobile -
Launch Reveal + Seeding Kit
A global creator seeding experience designed to turn a launch-date reveal into a moment of anticipation, speculation, and shared discovery.
Agency: Optimist Inc.
Role: Project Manager
The Context
Ahead of the global launch of Call of Duty: Warzone Mobile, Activision needed to reveal the release date in a way that would cut through an increasingly crowded gaming landscape. Rather than announcing the date outright, the brand wanted to leverage creators as the primary vehicle for discovery and excitement, inviting audiences to follow along as the reveal unfolded organically.
With creators located across countries worldwide, the opportunity was to turn a single announcement into a sustained, global moment—one that felt immersive, participatory, and true to the Call of Duty franchise.
The Strategy
Insight
Anticipation is strongest when audiences are invited to uncover something together. Delaying gratification and rewarding curiosity can create deeper engagement than a one-time announcement.
What we did
Designed a physical seeding kit inspired by the iconic in-game crate drop
Curated a mix of branded merchandise and collectibles to support discovery through unboxing
Introduced a unifying QR-based countdown-to-launch experience that connected every unboxing to the same mystery
Shipped kits to 150+ creators globally to create a shared, worldwide experience
Guardrails
The experience had to feel unmistakably Call of Duty: immersive, cinematic, and rooted in the game’s world.
The Experience
Creators received a custom-designed seeding kit inspired by the iconic Call of Duty crate drop. Each component of the kit was intentionally structured to guide the unboxing journey to tap into that surprise and delight moment.
From the packaging architecture to a thoughtfully assembled set of branded items, every element reinforced the game’s tone and world, turning a release date into an experience creators could step into and share with their audiences.
At the center of the kit was a collateral card featuring a QR code. When scanned, it led to website featuring a digital countdown experience designed as an “Easter egg” of shifting numbers, which invited speculation, repeat visits, and conversations as audiences attempted to decode the launch date.
This mechanic served as the connective tissue across all creator content, ensuring each unboxing contributed to a collective sense of buildup and shared discovery.
Impact
6M+ impressions
2.22M+ content views
270K+ engagements
The seeding experience successfully fueled anticipation for launch while generating high-quality creator content that extended the reveal far beyond a single moment.
My Role
I supported end-to-end production and execution, helping manage timelines and budgets to deliver the global seeding program at scale. I partnered closely with strategy, creative, and production teams, contributing to ideation around the seeding kit contents while coordinating shipment tracking and delivery across creators worldwide in collaboration with the lead producer.