Working with Three to break the mould and launch a game changing 5G Call of Duty experience

Think you’ve experienced gaming? Well, think again! Last month, Three, launched a first of its kind, 5G fuelled Call of Duty experience, to celebrate its partnership with Activision and the latest instalment of the gaming phenomenon, Call of Duty Modern Warfare. 

To create buzz, we set out to find the ultimate gamer and Call of Duty fan, to be the first to try Three’s 5G hyper immersive Call of Duty experience. Of course, the only man for the job was Liverpool legend, and Call of Duty fanatic, Alex Oxlade Chamberlain.

Ahead of the launch, we worked with our sister agency The Producers to create an epic photoshoot set that brought to life different elements of the game, including the newest element – night vision. Featuring Alex Oxlade Chamberlain, it resulted in incredible national coverage in the likes of the Daily Star and Daily Mirror. Hilariously he faced the wrath of his girlfriend, Little Mix’s Perrie Edwards, who wasn’t best pleased when she found out we’d got him involved in our campaign, playing more COD than she’d like…

The hyper-immersive Call of Duty 5G experience took place at Three’s London flagship store and was powered by Three’s super-fast and superior 5G network. 5G was able to simultaneously power a combination of lighting effects, image projection, spatial audio, haptics and bespoke AI software to reflect the in-game situation in real-time as the gaming drama unfolds. 

We hosted media including Forbes, BBC, HuffPost and CNET to name a few, to try it before it opened to the public and share their experiences. The hotly anticipated event sold out within the first 72 hours, so with so much demand, we extended the event for an extra few days, selling out again in 24hrs. Talk about next level excitement!

This launch truly showcased how 5G will revolutionise home entertainment and the installation was part of Three’s long-term ambition to raise the bar in home entertainment experiences for its customers, with an ambition to offer the 5G connected lounge kit for people to enjoy at home alongside Three’s 5G Home Broadband in the near future. 

The campaign resulted in coverage reach of over 850m! Looks like Three really has got its game on.