Global Leader in Powersports drops in to Call of Duty: Warzone
The 7th Annual Awards
- Best Gaming or Esports Partnership
ABOUT THIS ENTRY
Polaris, the global leader in powersports, partnered with one of the world’s most popular video game titles, Call of Duty, to integrate our recreational side-by-side vehicle, the Polaris RZR Pro R 4, to be playable in the newest title of the famed franchise, Call of Duty: Black Ops 6. Our integration launched in Season 01 of Warzone mode on November 14, 2024.
How does this represent "Excellence in Engagement"?
This partnership is a true marker of “Excellence in Engagement” due to the strong relationship that Polaris developed with the Call of Duty team, which allowed us to lean into the partnership authentically and enable people to experience the greatness of our products for themselves. We were able to leverage the most influential members of the COD community - creators - to provide an unforgettable experience with the hopes of sharing this content with their unique audiences.
In addition, Polaris approached the activation with a 360 mindset. Every portion of our business was touched in promoting the partnership as we leveraged every channel at our disposal, such as signage at our network of over 200 independent dealers, owned email databases, and global social media followings, among others.
There has never been a powersports brand that has engaged the gaming community in this manner, and this partnership and activation will now be the gold standard for other brands in each space.
Objective
Polaris aims to elevate powersports into mainstream culture. Teaming up with Call of Duty allowed players to virtually experience one of our most innovative vehicles within the immersive world of Call of Duty: Warzone. In doing so, Polaris aligned with an entertainment juggernaut and one of the preeminent brands in gaming, shining light on the Polaris brand by bringing the riding experience to new audiences and highlighting the performance of the RZR Pro R 4. This authentic integration aims to inspire players to use the vehicle in their gameplay and try it for themselves in real life. A true “virtual meets reality” strategy.
Strategy & Execution
Authentic experiential activation was pivotal in the execution of the partnership. Polaris created a bespoke ride experience called “Polaris Operator Academy”. The game’s most influential stakeholders (top 100 creators) were invited to participate and transform into real-life Call of Duty “Operators”. Operators had the opportunity to ride with a professional driver on a closed course to experience the adrenaline of a RZR firsthand.
In addition to Polaris Operator Academy, we executed a sweepstakes featuring prizes from Call of Duty partners, with the ultimate prize being a one-of-a-kind Call of Duty: Black Ops 6-inspired Polaris RZR Pro R 4 - the same livery as seen in the game.
Polaris also leveraged our partnership with the Minnesota Vikings and our entitlement to their “Salute to Service” game to showcase Call of Duty Endowment, the game’s charitable arm that focuses on helping veterans find high-quality jobs. Vikings players Ivan Pace Jr. and Pat Jones II played Call of Duty: Warzone against two Veterans who were placed into jobs from Call of Duty Endowment grants. The Salute to Service game also served as a fundraiser for the Endowment, asking fans to donate for a chance to win a RZR.
Organizations
- Polaris
- Engage Interactive
- Activision
- Treyarch Studios
Links
Credits
Holly Upgren
Marketing Manager - Brand Partnerships & Influencers
Polaris
Holly Spaeth
Vice President, Off-Road & Polaris Brand Marketing
Polaris
Pam Kermisch
Chief Customer Growth Officer
Polaris
Chase LaMotte
Marketing Associate
Polaris
David Smith
Founder Partner
Engage Interactive
Chris Carder
Executive Vice President
Engage Interactive
Will Gahagan
Sr. Director, Global Partnerships & Integrated Marketing
Activision
Cody Neal
Assoc. Director, Global Partnerships
Activision
Angel Loza
Manager, Global Partnerships
Activision
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