As part of the promotions for Call of Duty: Infinite Warfare, which is set to release later this year, Activision set up a Facebook Messenger Bot to interact with fans.
Activision released a glitch-filled video featuring Lt. Reyes, who puts out an urgent call for fans of the game to message him to help crack a code found in a map of Call of Duty: Black Ops 3. In the first 24 hours the AI chatbot was live, six million messages were exchanged with fans, who were rewarded with a trailer for the new Call of Duty: Infinite Warfare game.
Activision is no stranger to creatively using social media for video game marketing. In the past, it promoted the release of Black Ops 3 using hidden Snapcodes from Snapchat in game updates for Black Ops 2 and created Twitter profiles to stage news of a fictional attack on a region.