Behind the Reveal of Call of Duty: Infinite Warfare

Learn more about how we teamed up with Facebook Messenger, Infinity Ward, and Treyarch to build an interactive narrative experience.

by Scott Lowe on May 03, 2016

In the days leading up to this week’s reveal of Call of Duty: Infinite Warfare, we teamed up with Messenger to create an epic interactive experience where fans could unravel early intel about the new game. From easter eggs hidden within Call of Duty: Black Ops 3’s Nuk3town multiplayer map to communicating with the hero of Infinite Warfare through Messenger, the Call of Duty community got a small taste of the fiction of Infinite Warfare while working together to decipher clues.

In the first 24 hours, fans exchanged over 6 million messages with Lt. Reyes using the Call of Duty Messenger experience. Fans interacted with Lt. Reyes through a unique Messenger bot created for the experience. Reyes barked instructions, helped players find parts of the code and answered questions about SetDef, SATO and a few other odd things along the way. (You know AVIATO?) Along the way, fans started piecing together the first details of the story, characters, and enemies in Infinite Warfare.



It all began on Friday, April 29, when anyone playing Call of Duty: Black Ops 3’s popular multiplayer map Nuk3town witnessed an “invasion” from the Settlement Defense Front—the enemy faction in Call of Duty: Infinite Warfare. At the end of each match, players could spot a massive Settlement Defense Front warship in the sky. As the weekend progressed, an ominous video message from the Settlement Defense Front’s commander warned players of an imminent attack. Eventually, the hero of Infinite Warfare, Lt. Reyes, was able to break through and advise players to contact him through a secure channel - Messenger.

Through dynamic, interactive conversations with Lt. Reyes on Messenger, fans were instructed to search for codes hidden within Nuk3town and social media channels in order to help him fight back against the Settlement Defense Front.

Those that cracked the secret 12-digit code and entered it into the Call of Duty Messenger received a link to the reveal trailer for Call of Duty: Infinite Warfare and secured an exclusive player card in the upcoming game.

The Call of Duty Messenger experience was developed through a partnership with Infinity Ward and Treyarch, the experience was developed with help from creative agency AKQA and PullString technology and some help from our friends at Messenger.

The Messenger experience builds on last year’s Hack in Black experience in which a Snapchat Snapcode was hidden inside Black Ops II, driving people to a series of cryptic snaps that started to reveal the world of Black Ops III.

Call of Duty: Infinite Warfare is slated to launch around the world on Friday, November 4. Looking for more intel? Be sure to follow @Activision, @CallofDuty, and developers @InfinityWard on Twitter. You can also find Call of Duty on Facebook, Instagram, and Snapchat.

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