To promote the release of Call of Duty Blacks Ops III (BO3), Activision partnered with Magic Mountain Six Flags to enhance their annual Fright Fest experience. For six weeks each year, during the Halloween season, Six Flags transforms their theme park into thrilling experience through themed décor and fear tactics.
Activision saw this as the perfect opportunity to excite consumers about BO3, specifically the Zombies mode; Shadows of Evil. To do this, Activision created Shadows of Evil The Ride that included visual storytelling, décor, strategically placed triggers, branding, and live actors as Zombies.
From the moment attendees approached the ride, they entered into the worlds of the four (4) main characters of Shadows of Evil, The Femme Fatale, The Magician, The Boxer and The Detective. With an average queue time of two (2) hours, attendees were engulfed in all things BO3 and Zombies for hours and left with heart-pounding excitement.