01 / Challenge
Citadel: Spy Challenge.
Eight Australian streamers in four male-female duos recreated key Citadel missions inside Call of Duty's DMZ mode, competing over two weeks on a custom co-branded leaderboard fans could follow.
Case StudyCreators · Social · Editorial · Display
Prime Video dropped gamers into Citadel.
The globe-trotting spy series Citadel launched to Australian gamers through a two-week Spy Challenge in Call of Duty, editorial hype and network-wide amplification.
The Brief
Turn FPS fans onto Citadel.
Prime Video needed to capture the attention of Australian gamers for the late April release of its globe-trotting espionage series Citadel. You Know Gaming built a campaign that brought the show to life through gameplay, talent and content, tapping straight into the first-person-shooter fan base.
Rather than run ads at gamers, we made them play the spy fantasy: recreating Citadel's missions inside Call of Duty and letting fans compete on a live leaderboard.
Results
Reach
3.1M
ROI
2.2x
Views
11.7M
What we did
A two-week Spy Challenge in Call of Duty, wrapped in editorial hype and network-wide amplification.
02 / Hype
LIVE on 8 channels.
Each talent live-streamed both mission rounds on Twitch and Facebook Gaming, with Citadel branding, trailer plays and title integration woven through the gameplay, bots and overlays.
03 / The Chiefs
The experts arrive.
Australia's number one esports team The Chiefs brought in COD specialists Vauxie and Zepa to run the missions, channelling the syndicate energy of the series and adding real credibility.
04 / Editorial
Gaming media hype.
Sponsored pieces ran on Dot Esports, plus bonus features on AusGamers and Stevivor, embedding the trailer and recap videos and pointing fans to a Prime Video free trial to watch.
05 / Amplify
Display and pre-roll.
High-impact takeovers, display skins and pre-roll video ran across the gaming network, delivering an above-average click-through rate and completion to extend reach beyond the live audience.
Full video transcript
Prime Video's Citadel Spy Challenge teamed up eight of Australia's biggest streamers to find out who was the ultimate spy duo. Just like Mason and Nadia, the duos needed to survive and escape a hostile environment in Call of Duty War Zone 2.0's DMZ mode. The teams of Kultzy and Drew Dog, Creator and Berticus, Nalopia and Bazza Gazza, Taylor Morgan and Joelbergs fought tooth and nail to secure points in two rounds of Citadel themed missions.
Disarming the explosive. Thank you. They trusted each other and sometimes betrayed each other. Only to realize that they needed to stick together in order to win by rescuing hostages. Nal you're going to wake all the dead people up. Stop. Securing intel, hunting squads, looting trains, and sometimes dying to trains. The duos fought for the top spot.
But when the dust settled, however, it was the team of Bazza Gazza and the Nalopia that stood victorious. This is all thanks to the release of the new series Citadel on Prime Video, where elite agents played by Richard Madden and Brianka Chopra Jonas worked to rediscover their past and fight for their future. Citadel is now streaming on Prime Video.
Click here to find out. W's in the chat. We're a secret spy agency. CIA. Am I six? I look like a woman that plays for the minor leagues. We're creating a new order and we will strike against any entity that threatens our cause. We're ready for seconds. Behind you. It's pretty easy, right?
About this campaign
Everything you need to know.
What is the Prime Video Citadel gaming campaign?
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The Prime Video Citadel gaming campaign was a two-week activation by You Know Gaming that launched the spy series Citadel to Australian gamers. It centred on the Citadel: Spy Challenge inside Call of Duty, supported by editorial coverage, talent amplification and display advertising.
Who were the talent in the Prime Video Citadel campaign?
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Eight Australian gaming streamers competed in four male-female duos, joined by Australia's number one esports team The Chiefs, who brought in Call of Duty specialists Vauxie and Zepa to run the missions.
What results did the campaign deliver?
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The campaign delivered 3.1 million total Australian reach, a 2.2x return on investment and 11.7 million impressions across live streams, editorial and display.
What did You Know Gaming do for the campaign?
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You Know Gaming designed and ran the Citadel: Spy Challenge, built the co-branded leaderboard website, managed the streamer and Chiefs talent, produced the editorial across its partner network and delivered the display and pre-roll amplification.
What platforms did the campaign run on?
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Twitch and Facebook Gaming for the live challenge, social platforms for talent amplification, editorial sites including Dot Esports, AusGamers and Stevivor, and display and pre-roll across the gaming network.
Who is You Know Gaming?
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You Know Gaming is Australia's most experienced gaming media and marketing company, building integrated gaming activations for global brands including McDonald's, LEGO, Netflix and Prime Video across in-game media, creators, community, live experiences and full game partnerships.
