Call of Duty marketing framework pairs “stature, swagger and scale” with grounded storytelling

Call of Duty’s marketing framework evaluates ideas and partnerships by three principles: “stature”—doing something only Call of Duty can do—“swagger,” or being cool and innovative, and “scale,” meaning the ability to reach a broad audience.

The Aston Martin collaboration on the Dreadnought illustrates the approach. Call of Duty and Aston Martin design teams worked together on the vehicle, including gameplay details such as windows large enough for players to use weapons from inside. Although most players cannot own a real Aston Martin, they can drive the vehicle in the game.

The game also aims for an authentic, grounded, cinematic tone with an edge. Its storyline depicts North Korea invading South Korea and follows conscripts there, alongside a separate Force 141 plot featuring Price, Ghost and other familiar characters. The combination of the two storylines is expected to appeal to players.