Like movie studios, game studios have historically relied on video trailers and display ads to promote upcoming titles. To switch up tactics for Call of Duty: Infinite Warfare, Activision took a cue from Disney and Universal and built a Call of Duty bot on Facebook Messenger to tease audiences about the new game.

Players chatted with Lt. Reyes, a character from the game, and were directed on a social media scavenger hunt to compile a 12-digit secret code. Their reward? An exclusive, never-before-seen preview trailer for Infinite Warfare.


call of duty bot lt reyes infinite warfare

Call of Duty fans raced to solve a secret code with Lt. Reyes and were rewarded with a secret trailer for the Infinite Warfare game.


The chatbot was a resounding success. Curious fans exchanged over 6 million messages with the bot in the first 24 hours. According to Tim Ellis, the Chief Marketing Officer of Activision Publishing: “Messenger gives us the opportunity to engage directly with our fans in an interactive adventure that has never been done before — in Call of Duty or on Messenger. It’s been a lot of fun to see the community rally to work with each other and with Lt. Reyes.”

While the chatbot is no longer live, you can read about the successful campaign through a detailed case study by PullString, the conversational AI platform that powered the Lt. Reyes Call of Duty bot.

Were you one of the lucky fans who got to solve Lt. Reyes’ secret code and get a sneak preview of Infinite Warfare? Tell us about your experience in the comments below.