Corrido of Duty

Archer Troy

Medals Won

🥇 GOLD – Best Results and ROI
🥈 SILVER – Publishing, Entertainment, Media, and Sports

Campaign Overview

With 25% of Call of Duty’s global users speaking Spanish, the franchise had never fully embraced this community. The latest Call of Duty release introduced Mexican characters and missions, providing the perfect opportunity to connect authentically with Latin gamers.

Corrido of Duty celebrated Mexican culture by merging the universal language of music with the gaming world. Featuring Banda MS, Mexico’s most iconic corrido band, the campaign created the first-ever corrido exclusively dedicated to video game heroes. The song, “Corrido 141,” highlighted teamwork and inclusivity, resonating deeply with Latin gamers and beyond.

Creative Concept

The campaign honored identity and representation with:

Corrido 141: A song celebrating the heroes of Call of Duty, performed by Banda MS and integrated into the game.
Cultural Authenticity: Leveraged the corrido, a popular Mexican musical genre, to bridge gaming and regional identity.
Surprise Strategy: The partnership with Banda MS surprised audiences, avoiding conventional in-game content and elevating cultural representation.

Execution Strategy

Content-Led Approach: Focused on creating music and videos that felt authentic and culturally relevant rather than typical promotional material.
Broad Amplification: Used social media, earned media, and live performances to drive engagement and expand the campaign’s reach.
Global Recognition: Banda MS performed “Corrido 141” during their world tour, including a performance at the Super Bowl on Fox Sports.

Impact and Results

The campaign achieved extraordinary success:

40+ million views on YouTube.
70+ million plays on music platforms.
1.4 billion impressions globally.
Generated $1 billion in global sales, including $180 million in Mexico.
Became Activision’s top video in history for positive sentiment, without using in-game footage.

Why It Worked

Corrido of Duty celebrated Latin gamers through authentic cultural representation, bridging the gap between gaming and identity. Its innovative strategy, emotional resonance, and commitment to inclusivity made it a groundbreaking campaign that set new standards for audience connection and ROI.