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Group Creative Director, AKQA
Now that Facebook Messenger is open to brands, some have discovered how to leverage it as an engagement channel. For example, video game company Activision sent players messages from a character named Lt. Reyes via Facebook Messenger to promote its new game Call of Duty: Infinite Warfare. Players were tasked with unlocking a special code that would eventually reveal the game’s trailer before it was available to the public. eMarketer’s Debra Aho Williamson spoke with Nick Strada, group creative director at AKQA, the digital agency behind that campaign, about what brands can do with Messenger, even in its early stages.
eMarketer: Why was Facebook Messenger incorporated into the marketing strategy for Activision’s Call of Duty: Infinite Warfare?
Nick Strada: For this campaign, we wanted to engage fans in the narrative of the new game. It’s better to take advantage of existing behaviors than try to teach users new behaviors. Our preferred approach is to take advantage of how users behave and meet them on channels that they are familiar with. Messenger is a tool that millions of people already use. Brands don’t have to add an interface layer to it and can get users involved without teaching them any new behaviors.
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