Call Of Duty
Call of Duty: Black Ops 7 – “Replacer Wanted” Product Launch Activation
Custom Technology, Personalised Posters & Immersive Fan Engagement in Sydney’s Pitt St Mall
To celebrate the launch of Call of Duty: Black Ops 7, we delivered a fully customised experiential technology solution that brought the game’s “Replacer” concept to life in one of Australia’s busiest pedestrian precincts. Positioned in Pitt St Mall in the heart of Sydney’s CBD, this 6m x 2.7m purpose-built activation space invited fans to step inside the world of Black Ops and create their own Replacer Wanted Poster—complete with personalised details, an AI-generated backdrop, instant digital sharing and on-site printing.
Objective
The activation was designed to:
Bring the Call of Duty Black Ops 7 “Replacer” campaign to life in a public, high-impact environment.
Capture personalised fan content through custom-built photo workflows.
Deliver both digital and physical posters for maximum engagement.
Encourage social sharing and competition using COD-branded hashtags.
Drive foot traffic and excitement ahead of the game’s release on November 14.
Enable prize competitions and fun interactive challenges.
Build a seamless, end-to-end consumer journey powered by custom technology.
Concept: “Need a Replacer on November 14?”
Fans were invited to imagine who they’d need to replace them on launch day so they could play Black Ops 7 uninterrupted. The activation transformed that idea into a personalised recruitment-style poster:
Craft your own Replacer Wanted poster, share it on socials or pin it on our Notice Board for the chance to win epic Black Ops prizes.
This simple, playful narrative provided a strong hook that encouraged participation, creativity and shareability.
Custom Technology Solution
We developed a fully integrated workflow to support fast, high-volume output and smooth visitor flow:
1. Custom Poster Builder Interface
Participants used an iPad-driven interface to personalise key elements of their poster:
Name
Their role needs replacement (e.g., “Office Analyst”, “Kitchen Duty”, “Uni Student”)
Three skills required for the “Replacer”
All data is fed directly into our poster-generation engine.
2. AI-Enhanced Photo Capture
At the photo station, guests posed for their official “Wanted” shot.
Our software produced:
A perfectly framed portrait.
An AI-generated themed background.
Black Ops 7 logos, campaign branding and social handles.
All personalised poster elements are integrated into the final design.
3. Branded Microsite + Instant Sharing
Participants instantly received their digital poster via email or SMS, directing them to a custom microsite for:
Immediate download.
Social sharing.
Hashtag prompts (#ReplacerWanted).
Prize-entry pathways.
The microsite also stored all posters for campaign reporting and analytics.
4. On-Site Poster Printing
For added impact, posters were printed on-site (A3 recommended for visibility and ease of handling). Guests could:
Pin their poster to the Replacer Wanted Notice Board.
Take it home as a keepsake.
Watch the wall fill throughout the day, turning the activation into a live, visual showcase of fan participation.
All printing ran through our high-speed, event-grade printers using premium matte stock for durability and photographic clarity.
Impact
The Black Ops 7 Pitt St Mall activation delivered:
High-volume foot traffic and participation in one of Sydney’s busiest retail zones.
Hundreds of custom posters were generated and shared.
Strong social amplification driven by personalised output.
A visually striking, high-energy activation that brought the Replacer story to life.
A seamless, tech-enabled journey with zero manual content creation required.
Increased pre-launch hype and community engagement for Black Ops 7.