Content is part of the world of gaming. A music video created buzz around the early launch of MWII with the first corrido for the good guys. Fits perfectly as people used it to create even more content for the highest grossing entertainment launch of the 2022.

Activision was launching its newest game for the Call Of Duty saga.

With a portion of the single-player campaign set in Mexico, we had a unique opportunity for the Hispanic market with Modern Warfare II. Also, the new member of the task force is Mexican. Perfect timing to represent 25% of our gamers database.

More than half a billion people in the world speak Spanish and videogames have never talked to them. Call of Duty’s most recent game has Mexican characters and a portion of the campaign happens in Mexico. This was the perfect chance to connect with the hispanic community like never before. And music did it.

Mexico has a unique music genre for it: “El Corrido”.

The most popular music genre that sometimes glorifies bad people and their conflicts.

Yes. It was the most unexpected way to connect with the fans and to enhance identity.

Call of Duty presents:

Corrido of Duty.

The first song in history that glorifies the heroes of a video game.

For Call of Duty’s most recent launch, “Banda MS”, the most famous corrido band in Mexico joined the ranks by creating the “Corrido 141” a song that talks about teamwork no matter the language and it was included in-game.

The song was launched through a Music Video that has no gameplay or live characters from the game for the first time, but it was full of easter eggs on every scene: from the shape of Ghost or even the outfit of the Band that has the colors of the franchise.

An action that revolutionized the world of gaming and turned upside down the narrative of this music genre for the first time.

People took it as their anthem.

Never has a videogame embraced a country’s culture like this.

A music video was launched full of CoD’s easter eggs from the franchise and a first-in-history song through social media and streaming platforms that connected with the audience and enhanced identity.

10/19 A Twitter post a teaser of the collab through CoD’s global handle.

10/20 Release of the Music Video for the early launch of the game.

The song was included inside the game as the gameplay unfolded and at the ending credits.

Music Video on Global CoD´s YouTube account. Banda MS’ social media accounts, concerts in MX and USA. Local Radio stations and music streaming platforms.

People took it as their anthem and even as a local idea, it reached everyone worldwide.

Never has a videogame embraced a country’s culture like this.

Now, when you think of Mexico, you’ll think of the good guys.

And instead of hacking a video game, we hacked a community with a game.

Top 1 video in activision history with positive sentiment

Top 1 video in Call Of Duty history without gameplay footage

+ 40 million views on youtube

+ 70 million plays in music platforms (Spotify, Apple Music, Deezer)

1.41 billion impressions

1.09 million comments

+45 millon Earned Media

1 billion game sessions

1 billion dollar sales

+1000 hours user generated content

Highest grossing entertainment opening of 2022.

Corridos was born during the Mexican Revolution to tell the stories of the rebels during the war. As time passed, the corridos started to tell stories of the country's heroes and villains. Even nowadays, contemporary Corridos sometimes tell stories of the bad people in the north of the country. With Corrido of Duty, people are thinking now about the good guys when listening to this music genre for the first time. Even thou they are inside a videogame.

It is the content with the most Spanish comments ever inside the CoD’s Global YouTube account and reached +8 new million users on YT. People took it as their anthem with +1000 hours of user-generated content on social media platforms (YouTube, Tik Tok, Instagram).

1.4 billion impressions and 1 million comments.