The 'Power Unlocked' marketing campaign for Call of Duty: Advanced Warfare is one that lets fans connect to the game through a console, computer or mobile device in order to earn points through engagement, gameplay and social sharing. These points can then be traded for in-game mutiplayer options, weapons, equipment as well as additional information on character backstories.
One of the most interesting parts of the campaign goes by the name Mission Zero and takes place on Instagram. To engage in "gameplay," Instagram users are challenged to interact with the social media news feed in order to aid the Alpha Team. This is a great way to tease the release of the game and draw fans to the main Call of Duty Instagram account.