Here's a breakdown of the three different messaging variations. You will choose ONE of these to create your sample video. 

Product Feature: Ad communicates purely about the product benefit

• Messaging: "Call of Duty: Mobile has console-level graphics and gameplay."
• Visuals should feature full-screen gameplay, such as killstreaks, a game that is being won, menus, or intro videos. Just make sure it is actual gameplay.

Rational Feature: Ad communicates facts, such as product facts and benefits

• Messaging: "Play Call of Duty anywhere."
• Visuals should feature gameplay on a phone preferably in different locations.

Emotional Feature: Ad communicates emotional motivators such as how it changes you as a person, how it makes you feel

• Messaging: "Dominate the world with your squad on Call of Duty: Mobile."
• Visuals should feature either someone playing with friends or a squad playing together. An example of how this might be portrayed would be through the use of splitscreen.

Check out this reference video that gives an overview of the benefit testing study and provides examples of how the three assets should be differentiated creatively.

Your main goal is to drive awareness that Activision's blockbuster video game Call of Duty is now available on mobile, using these assets provided here. These three video assets will be used in a Facebook study to understand whether different kinds of messaging lead to more brand conversions. Your three videos will communicate the new mobile feature of the game through three distinct lenses: one focused on the product, one on the rational value, and one on the emotional takeaway. 

While the videos will be identical in length, pacing, and visual identity, the distinction will come through in the messaging that we use. Across the three videos, the imagery will change slightly to reflect the different messaging - but all will have the same end card.

Check out the Background/Additional Details for more information about the three messaging variations. You will choose ONE of these to create your sample video. 

DELIVERABLES:

• Three :10-:15 videos (4x5) differentiated along the following themes: 
  • Product-focused
  • Rational value
  • Emotional takeaway

Check out this reference video that gives an overview of the benefit testing study and provides examples of how the three assets should be differentiated creatively.

 

TIMELINE: For the full project timeline please see the Assets section.

 

EXPOSURE:

• Facebook and Instagram in-feed

 

TARGET AUDIENCE:

• Fans of Call of Duty
• Fans of Gaming

 

TONE:

• Exciting and fun

 

EXECUTIONAL MANDATORIES: 

• The assets need to be the same length and feature product/messaging that hits at the same time and the same placement.
• Assets need to use the same style of imagery and branding (i.e. use of logo, fonts, and colors).
• Assets need to focus on the same benefit feature (in this case, that Call of Duty is now available on mobile).
• Videos must be informed by Facebook & Instagram Best Practices. 
• Leverage onscreen text to reinforce messaging, make sure the text is big enough to be seen in mobile.
• On-screen copy should be no more than 125 characters total in a single frame, preferably fewer.

In order to be considered for this project you must include the below materials in your Pitch submission.

 

• TEXT (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this Video.
  
  
• SAMPLE VIDEO (REQUIRED):  Please submit ONE sample video based on the information provided in the Objectives section utilizing the provided assets (Download the provided assets here).

1. Preferred format for upload to the Tongal website is HD 720p 4x5. Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX. Should your submission be greenlit, you will also be required to provide a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec.
   
   
2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
   
   
3. In the event you utilize any third-party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third-party materials and provide such license and consent forms to Tongal.
   
   
4. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.
   
   
5. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
6. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
    
7. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.
    
8. Videos must be in the English language or subtitled.
    
9. Limit 5 submissions per member, per Phase.
    
10. You must be at least thirteen (13) years or older to enter.
    
    
11. The Sponsor reserves the right to repost the contest.
    
    
12. In addition to the judging criteria stated in the OFFICIAL RULES, Pitches will also be evaluated on that member's ability to execute the final Video based on their prior work and experience as a filmmaker.
    
    
13. The Sponsor will be entitled to reasonable revisions on the finished Videos without providing additional compensation. Remember it's easier to re-edit than re-shoot so try to get as much coverage as possible.
    
    
14. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, greenlit Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their Videos, as well as a photograph/headshot OR copy of a photo ID for all On-camera Talent releases. You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec to claim your earnings.
    
    
15. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.