Overview
The collaboration between Call of Duty and Intel for a PC gaming processor launch presented a unique opportunity to drive user engagement and database growth through a high-impact sweepstakes campaign. The goal: increase relevant sign-ups by 30% while maximizing quality traffic and user acquisition.
We didn't just hit the goal — we blew past it.
The Challenges
- Targeting inefficiencies: previous campaigns had poor audience segmentation and low relevance scores
- Attribution and optimization difficulties across multiple paid media channels
- Creative stagnation from reliance on static ad formats that underperformed with gaming audiences
- Suboptimal budget distribution causing inconsistent engagement and CPA fluctuations
The Strategy
Audience Segmentation Overhaul
- AI-driven predictive attribution modeling to identify the highest-converting audience subsets
- Behavioral targeting focused on gamers actively engaging with Call of Duty content
- Lookalike expansion modeled on past campaign converters to find net-new high-intent users
Bidding & Budget Optimization
- Machine-learning bid adjustments based on real-time intent signals and conversion patterns
- Dynamic budget shifting to high-performing geos and time slots throughout the campaign
- Continuous negative audience refinement to eliminate wasted impressions
Creative Testing
- Systematic A/B testing across video, carousel, and interactive ad formats
- Gamified messaging with Call of Duty-themed CTAs and sweepstakes incentives
- Rapid creative iteration — winning variants scaled within 48 hours of signals
The Results
+80%
Sign-up growth — against a 30% target
3×
Traffic volume increase with 90%+ audience relevance
+68%
User acquisition surge over baseline
-35%
CPA reduction through smart budget allocation
2×
Engagement rate on gamified creatives vs. static ads — validating the format shift
Key Takeaways
- Data-driven targeting with predictive modeling drastically improves conversion rates in entertainment and gaming
- Gamified and interactive ad formats significantly outperform static — especially for gaming-adjacent audiences
- Dynamic budget flexibility based on real-time data maximizes cost efficiency at scale
- Retargeting and sustained engagement drive long-tail performance over the campaign lifecycle