Activision and its agency 72andSunny are introducing a Snapchat campaign that includes two firsts for the social media platform: a geofilter rollout and international expansion for the gaming category.
The campaign centers on a zombie geofilter rollout that features "rabid zombies" lunging into focus from the perimeter. The concept is inspired by the setting of 1980s “Zombies in Spaceland,” where characters fight against waves of zombies in a space-themed amusement park.
This filter debuted Aug, 17 and rolls out over the course of four days using a number of different states to simulate a zombies outbreak. The states include: California, Texas, Pennsylvania, Ohio, Illinois, Michigan, Georgia, Florida, New York, New Jersey.
Next, intending to build on the momentum of the rollout, the campaign introduced a custom Snapchat Lens in the U.S. on August 18 followed by a custom international lens today. This activity gives users a zombie complexion, gravity-defying 80s hair, and an opportunity to sing the rock classic, “Relax” by Frankie Goes to Hollywood via the platform’s selfie filter.
"Zombies in Spaceland" is the next zombie "mode" for Call of Duty: Infinite Warfare, due to be released November 4. This undead survival co-op feature allows players to work together as a team.