LONDON UK – EE and Boomerang delivered an unforgettable gaming experience with a one-of-a-kind activation to celebrate the re-drop of the coveted Call of Duty®: Black Ops 6 Hella Chill Operator Skin. Following the worldwide frenzy of the first release, this second drop of new codes, which were given away on the day and also made available on the EE Game Store, brought the hype back to gamers across the globe. As part of the campaign, EE partnered with Twitch streamer Zyro to reach relevant audiences.
Taking centre stage for the EE Game Store campaign was a 177cm high ice sculpture of the Hella Chill Operator Skin, that took three days to cut and carve. Gamers worldwide tuned in to the Twitch live stream to watch as the sculpture melted; the speed of its fate tied to a streamer’s performance in Call of Duty® Warzone™. Along the way, fans were treated to mini-games and surprises, building anticipation to the moment the codes were finally released, the codes were all claimed in under five minutes.
The EE Twitch activation captivated audiences worldwide, achieving over 100,000 total live views. The campaign set a new record for Zyro with his highest-ever concurrent viewership.
To keep the excitement going, a hero video has been released recapping the event and driving audiences to the EE Game Store. There, gamers can claim a Hella Chill code with any purchase of gaming hardware & accessories, ensuring more players get a chance to level up their in-game style.
Strategy for the campaign was led by Saatchi & Saatchi.
The EE Game Store has game changing kit for any gamer on any network, with every gamer being unique, EE can provide the right setup to empower all players. This social activation is part of a series of new experiences and exclusive drops only available at the EE Game Store, where there is kit for every gamer.
For more information, please visit: EE Game Store: www.ee.co.uk/gaming
CREDITS
SOCIAL AGENCY: Boomerang
CEO: Stephanie Mylam
Senior Creative: Will Boehm
Senior Creative: Ben Rutherford
Senior Creative: Shaun Maclennan
Senior Creative: Ben Cashmore
Business Leader: Emma Hibbitt
Account Director: Harriet Sweetman
Producer: Crystal Jade Matthews
Videographer and Editor: Matt Dempsey
Tech Producer: Charlie Hill
Gaffer: Ben Sherriff
Audio: Artur Strakhov
ADVERTISING AGENCY: Saatchi & Saatchi
Publicis Groupe UK CCO: Ben Mooge
Social Planning Partner: Mathieu Abet
Senior Social Strategist: Ciarán McManus
Business Leader: Emily Carr-Bennett
CLIENT:EE
Director of Brand and Demand Generation: Kelly Engstrom
Head of Social Media: Annabel Davison
Campaign Manager: Simon Reynolds
Head of Gaming Partnerships: David Ryan
Senior Manager, Gaming Propositions: Olly Southern
Gaming Partnership Marketing Manager: Hanna Skiba
Gaming Partnership Manager: Carmelo Orlando
