When it came to filling the iconic role of Ghost in Call of Duty: Modern Warfare 2, only one man possessed the necessary skill set: Glasgow’s own Lewis Capaldi. Globe worked with UMG for Brands to partner Lewis with Activision for what was undoubtedly one of the most anticipated game launches of 2022.
Lewis features in a hero content piece in which we we see the character Ghost embarking on another dangerous mission; the twist is revealed when Ghost removes his mask and we see that Lewis Capaldi is the man behind the mask.
The early stages of the campaign were designed to build hype and anticipation around the big reveal, with branded playlists and teaser videos released in the days prior to the official launch. The Instagram stories posted during this hype phase reached a massive 630K accounts in total, amplified by the involvement of an influencer network to boost reach.
The hero reveal film itself garnered 15 million PR impressions and 235K+ views, along with incredibly positive sentiment from fans who were delighted that their favourite artist was now also the face of their favourite game.
Following the release of the hero film, BTS and blooper content was shared by Lewis on socials to give fans an insight into the making of the reveal moment - this reached more than 1.2 million accounts across TikTok and Instagram.
The strength of this campaign lay in the contrast between the drama of the Call of Duty franchise and Lewis’ trademark sense of humour; the reveal of Lewis as Ghost was completely unexpected and gave fans a genuine, highly-shareable surprise.
Check out the full video on Lewis’ YouTube channel.