Assignment: Help drive buzz around the launch of COD: AW during E3.
Idea: Partner with Uber LA to get fans to and from the convention center in the most authentic, relevant and memorable Call of Duty experience possible.
A customized UBER App experience was visible to users within a 1 mile geo-fenced area around the LA Convention Center during E3.
Three, 17,000 pound Up-Armored APC's were custom wrapped and hash-tagged for maximum visual exposure. Drivers were outfitted in game matching COD fatigues and the extended Advanced Warfare game trailer played in a loop inside each vehicle.
Optional gun turrets were excluded to help local law enforcement avoid being inundated with panicked 911 calls.
To avoid the $30,000 CA DMV registration fees (per vehicle), we permitted through the LA film office.
In vehicle experience included game trailer and branding.
Drivers wore authentic in-game fatigues to maximize user experience, and were also supplied with standard issue Uber hand sets for rider pick-up.
Bradley Beal - Washington Wizards
