Date: June 27, 2017
The Call of Duty Endowment was honored to win an Engage for Good Gold Halo Award with Activision Blizzard for the C.O.D.E. Personalization Pack in Call of Duty Black Ops III. The award was in the Digital Category.
Treyarch worked with the Endowment to create a digital item (Personalization Pack) inside the Call of Duty game that players could purchase for $3.99, with all proceeds going to the help veterans back to work. The goal was to activate Call of Duty’s enormous fan base to make a compelling in-game purchase that would generate revenue for the Endowment while also raising awareness of the cause and engaging new supporters and donors.
Activision also put their full marketing support behind the effort, sharing the pack on their social media channels to their tens of millions of followers. In turn, many gaming influencers and YouTubers independently picked up the news and made videos highlighting the personalization packs and the cause it supports.
The personalization packs exceeded all expectations, stimulating new in-game purchases from users and resulting in the placement of nearly 2800 veterans in high-quality jobs through the Endowment.
Not only is this life-changing for these veterans and their families – the average starting salary of $55,000 for the veterans placed means that this effort will generate a net annual economic impact of more than $150 million in veteran salaries.
Beyond the money raised, the personalization pack efforts are also one of the best awareness vehicles for the cause. Posts about the item and the cause shared with the combined social media audiences reached tens of millions of individuals with nearly half of Call of Duty players now aware of the Endowment. The effort was so successful that the partners have already released other digital items benefitting the Endowment with plans for more in the future.