Loot For Good
View the results- Brand
- Call Of Duty Endowment
- Year
- 2023
- Objective
- Other
- Industry
- Other
- Mechanic
- Arcade & Action
- Platform
- In-Game
- Agency
- DAVID
Objective
Call of Duty Endowment wanted to reach a young gaming audience with its veteran-employment mission and raise $1,000,000 for the fund — without asking players to spend a cent, and without competing in the crowded November charity season. Working with agency DAVID New York, they built the ask around the one thing Warzone 2.0 players already do every match: loot and extract.
Solution
The campaign lives inside DMZ, Warzone 2.0's extraction mode — there's no separate site or app to open. For one week, any match where a player extracts with $30,000 or more in in-game cash counts as a donation: Activision Blizzard puts up $1 real dollar per qualifying extraction, up to ten per player. The first successful extraction unlocks an exclusive "Loot for Good" calling card. A companion leaderboard at callofduty.com/LootForGood tracks the week's top 100 earners, updated daily, with an opt-out for anyone who'd rather not be ranked. Streamers ran the challenge live for their audiences, and a trailer and a cover of "The Hangman" by veteran duo War Hippies (half its proceeds donated to the fund) carried the campaign outside the game.
Results
The $1,000,000 donation cap was reached in 4 days instead of the planned 7, funding quality jobs for more than 1,600 veterans. More than 800,000 players took part against a 200,000 target, playing 40 million matches over the week. The campaign lifted awareness of the Endowment's mission by 10%, double the target, and generated 17 million impressions and 136 stories in outlets including Forbes, CBS News, VentureBeat, GameSpot, Stars and Stripes, and The Drum.
- 1
The player first hears about the event through a Call of Duty/Blizzard blog post and a trailer announcing a one-week window tied to a US military-recognition observance.
- 2
The player launches Call of Duty: Warzone 2.0 and selects DMZ, an extraction mode in which squads or solo players gather loot and try to escape the map alive.
- 3
Deployed on the map, the player searches buildings, safes, and the bodies of bots and other players for in-game cash and completes mode objectives, tracking the running total against a $30,000 qualifying threshold per match.
- 4
The player heads to an extraction zone, calls in a helicopter, and holds the position until pickup, risking the loss of all collected cash if killed first.
- 5
A successful extraction carrying $30,000 or more converts into a real $1 donation from Activision Blizzard to the Call of Duty Endowment at no cost to the player, and the first qualifying extraction also awards a challenge card the player can display on their profile.
- 6
The player can repeat extraction runs, with each additional qualifying extraction adding another $1, up to a per-player cap of 10 qualifying extractions ($10 total).
- 7
The player can visit the campaign website to check a leaderboard ranking the top 100 players by total cash extracted, updated daily.
- 8
A player who does not want to appear on the public leaderboard can opt out through privacy settings or by emailing the fund, per instructions posted on the leaderboard page.
- 9
All players' donations feed a single campaign total capped at $1,000,000, with the campaign considered complete once that ceiling is reached.
- 10
Outside the game, a companion layer lets fans stream or buy a veteran duo's cover song, with half of its proceeds also going to the fund.
