EE — Meltdown Countdown
Turning up the heat on the Hella Chill re-release
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We teamed up with Call of Duty legend, Zyro to create an unmissable event: melting a 177cm-tall ice sculpture of EE’s Call of Duty Hella Chill operator skin live on Twitch and Youtube. The twist? The melting speed was tied directly to Zyro’s in-game performance. Gamers from around the globe tuned in, captivated by mini-games and epic moments of gameplay, all building to the climatic release of the Hella Chill codes, which were snapped up in under five minutes.
To amplify the hype we launched a video capturing the adrenaline, and anticipation of the event. Gamers were then driven to the EE Game Store, where they could claim a Hella Chill code with any purchase. For the eagle-eye fans, we added an extra surprise: a hidden free code within the video!
The Instagram Reel struck a chord, racking up over 1.6 millions views.
