Local Flavor in Call of Duty: Pacco da Su's Campaign Success
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This case study highlights how Pacco da Su transformed the Call of Duty: Modern Warfare III launch by crafting a culturally resonant campaign. By leveraging the Italian 'pacco da giù' meme, the brand humanized the game's characters and sparked engagement through authentic storytelling. The campaign achieved 3.7M views and 3.8M interactions, with 660K organic engagement, while driving 113 articles and 99.9% positive sentiment. The strategy focused on localizing the game's narrative, portraying mothers preparing care packages for their children, to bridge the gap between global and regional audiences. The result was a successful, organic campaign that amplified the game's appeal in the Italian market.
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Original write-up, full visuals, full context.
Published around:
July 10, 2024
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Added to Agency Inside:
March 24, 2026
