Content is part of the world of gaming. What better way to enhance the identity of

Spanish gamers than with a strong strategy including their favorite music genre

and the most iconic game of all time? That's right, we found a clever insight and

the most unexpected way to connect by unleashing unexpected and brilliant

content, like the first song in history that glorifies the heroes of a video game. We

gave them content to feel represented inside their most expected game and made

them play with the song as their soundtrack. A strategy that portrays entertainment

at their best.

Corridos was born during the Mexican Revolution to tell stories of oppression, conflict, fails and wins from the rebels during the civil war.

As time passed, the corridos started to tell stories of the country's heroes and villains. Similar to what happens inside Call Of Duty. 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 YouTube. People took it as their anthem with +1000 hours of user-generated content on social media platforms (YouTube, Tik Tok, Instagram).

Corridos was born during the Mexican Revolution to tell stories of oppression, conflict, fails and wins from the rebels during the civil war.

As time passed, the corridos started to tell stories of the country's heroes and villains. Similar to what happens inside Call Of Duty. 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 YouTube. People took it as their anthem with +1000 hours of user-generated content on social media platforms (YouTube, Tik Tok, Instagram).

In recent years, the gaming industry has seen greater global consumer penetration, with

around 3 billion users worldwide, generating over $180 billion in sales in 2022 alone,

making it one of the most valuable entertainment industries. Activision, the leading video

game developer with a 34% market share in Mexico, above competitors like Epic Games,

Ubisoft, and EA Games, faced a significant benchmark with the launch of its Call of Duty

franchise, which has a 20-year history, and posed an enormous challenge, considering the

boom reached during the pandemic due to lockdowns. With 25% of Call of Duty users

speaking Spanish (mostly in Mexico), and the new release featuring Mexican characters

and missions, Activision had an opportunity to connect with the Hispanic community like

never before. The strategic challenge was to maintain the franchise's hype, retain post-

pandemic users, and capitalize on the Spanish-speaking user base of over 500 million

people worldwide.

More than half a billion people in the world speak Spanish, and video games have never

talked to them. Call of Duty’s most recent game has Mexican characters and a portion of

the in-game campaign happens in Mexico. This was the perfect timing to represent 25% of

our gamers database and connect with the Hispanic community like never before through

a great insight.

We got a breakthrough finding in Music.

Mexico has a unique music genre for heroes and villains: “El Corrido.”

A music genre that tells stories of oppression and conflicts between two sides. Famous

since Mexican revolution it’s nowadays a cultural representation of the conflicts at the

north of the country.

We created THE FIRST SONG IN HISTORY THAT GLORIFIES THE HEROES OF A VIDEOGAME.

We enhance Spanish gamers identity and became the first video game in history to

embrace their culture. People took it as their anthem.

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

A popular music genre that tells stories about oppression, conflict, victories, and failures between two sides.

Call of duty presents:

Corrido of Duty.

The first song in history that glorifies the heroes in 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. It was the first time in the gaming industry that a Mexican regional music artist participated with an original composition for the soundtrack, but also to be featured in-game. It also took the main role as the ending credits music.

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

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

+ 40 million views on YouTube

Top 1 video in Activision history with positive sentiment

Top 1 video in Call of Duty history without gameplay footage

1.4 billion impressions

1 million comments

+45 millon Earned Media

1 billion game sessions

1 billion dollar sales

+1000 hours user generated content