Activision’s Call of Duty franchise has partnered with data technology company Fabacus to create QR codes that generate exclusive in-game content redeemable via products purchased at George at Asda.
For the third year in a row, users are invited to scan QR codes concealed within George at Asda’s Black Op 6 apparel, produced by EMEA brand & licensing company Fashion UK, and register their details to receive a digital calling card that can be used in-game.
For the past two years, the range has sold out, with fans worldwide keen to get their hands on the exclusive content.
The new Call of Duty: Black Ops 6 tests player’s skills across 16 new Multiplayer maps at launch, including 12 Core 6v6 maps and four smaller Strike maps, plus an all-new single-player Campaign and two unique round-based Zombies maps.
Brooke Carpenter, Activision Blizzard’s Senior Director of Consumer Products, said: “It’s great to be utilizing this technology again. We know our products represent so much more than just the clothes our fans wear. Teaming up with Fabacus has allowed us to seamlessly find ways to connect our digital & physical ecosystems while providing incredible value to both our customers and retailers.
“With the launch of Call of Duty: Black Ops 6, we’re able to make this unique connection for ASDA customers by pairing both a physical and digital item with this collection. We continuously strive to meet the fan where they are and this is just a great example of creating those connection points for the Call of Duty fandom.”
Harriet Branston, Buyer at Asda, commented: “We are delighted to bring back the exclusive Call of Duty apparel with live QR codes to our customers. The opportunity to unlock bonus, digital content is something we know our customers love and has been really successful in previous years.”
Andrew Xeni, CEO and Founder of Fabacus, added: “We are pleased to continue to enable this kind of cross-collaboration, bridging the data gap between licensor, licensee and retailer whilst providing key insights to all involved. This ongoing partnership demonstrates the pivotal role data can have in underpinning and innovating consumer engagement campaigns.”
