01 / Tournament
The MW2 ANZ Invitational.
Sponsored by Tom Clancy's Jack Ryan, the one-day tournament ran eight teams, eight talent captains and twenty-four pro players, broadcast on the global Call of Duty Twitch channel.
Case StudyLive Streams · In-Game · Social · Editorial
Jack Ryan went rogue in Call of Duty.
Prime Video launched Jack Ryan Season 3 with a one-of-a-kind Call of Duty tournament, broadcast on the global COD Twitch channel with Twitch drops, pro players and a rogue takeover.
The Brief
Get COD fans hooked on Jack Ryan.
Prime Video needed Australian gamers paying attention to the third season of Jack Ryan. You Know Gaming partnered with Activision Blizzard's Call of Duty, the biggest action game of the year, to build a tournament that put the show in the hands and minds of the exact fans most likely to watch it.
This gave Call of Duty fans more than they had ever experienced from a brand integration, using previously restricted Activision placements to reach them where they already play.
Results
Reach
12M
ROI
7.7x
Hours watched
131K
What we did
A Call of Duty tournament with a rogue takeover, broadcast to the show's own audience with Twitch drops and pro players.
02 / Integration
Owned the broadcast.
Jack Ryan Season 3 ran deep through the broadcast: title sponsorship, commentator shout-outs, trailer plays, logo placement in gameplay and integrated Twitch drops that rewarded fans in-game.
03 / Rogue
The Rogue Round.
Creator JackoGFreak hijacked the broadcast to launch a surprise Jack Ryan styled Rogue Round, then went rogue on Prime Video ANZ's own social channels for the day in true series style.
04 / Activision
Amplified by Call of Duty.
Activision drove the campaign across its own channels: a feature on the Call of Duty blog, game-launcher integration on battle.net for all MW2 players, and posts from COD's official socials.
05 / Editorial
Media and captains.
Seven editorial pieces across Dot Esports, Gamepur, AusGamers and Stevivor, plus eight big-name streamer captains, drove millions of combined impressions and pointed fans at the new season.
Full video transcript
17th of December saw the very first ANZ Modern Warfare 2 Invitational jack up the heat live from the Chiefs esports clubhouse. The tournament sponsored by Tom Clancy's Jack Ryan put eight teams head to-head featuring the biggest streamers, professional players, and COD influencers in the region competing for a $15,000 prize pool.
The tournament had a ton of hype and action with Team Boxy taking out the top prize. Jacko G Freak hijacked the broadcast in true Jack Ryan style to announce a surprise rogue round that put every person for themselves. Jacko G Freak here and I'm hijacking this broadcast Jack Ryan style. Chrissy proved the most effective loan wolf and took home the bonus $1,000.
Know who gets it? It is Chrissy by a mere three kills. This is all thanks to the third season of Tom Clancy's Jack Ryan on Prime Video, where John Krasinski stars as Jack Ryan, a CIA financial analyst gone AWOL on a mission to prevent a global catastrophe. Thanks to everyone who joined us for the Call of Duty Modern Warfare 2 action, and make sure to check out the season 3 of Tom Clancy's Jack Ryan out now on Prime Video. Jack Ryan is a future from justice. Run. Hold on. I thought we lost you. Sorry to disappoint.
About this campaign
Everything you need to know.
What is the Prime Video Jack Ryan Call of Duty campaign?
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The Prime Video Jack Ryan campaign launched the third season of Jack Ryan to Australian gamers through the MW2 ANZ Invitational, a Call of Duty tournament created by You Know Gaming with Activision Blizzard and broadcast on the global Call of Duty Twitch channel.
Who were the talent in the Prime Video Jack Ryan campaign?
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Eight big-name streamers and media personalities captained the teams, supported by three casters and twenty-four professional Call of Duty players, with creator JackoGFreak leading a surprise Rogue Round takeover.
What results did the campaign deliver?
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The campaign delivered 12 million total Australian reach, a 7.7x return on investment and 131,000 hours watched, generating over 100,000 Jack Ryan mentions in a single day.
What did You Know Gaming do for the campaign?
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You Know Gaming created and ran the MW2 ANZ Invitational tournament with Activision, managed the talent and pro players, delivered the Twitch and in-game integration, coordinated the Activision amplification and produced the editorial across its partner network.
What platforms did the campaign run on?
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The global Call of Duty Twitch channel, in-game and battle.net launcher integration, Call of Duty's official social channels, Prime Video ANZ socials, and editorial across Dot Esports, Gamepur, AusGamers and Stevivor.
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.
