Warner Bros Pictures, Legendary Entertainment and Call of Duty partnered with Community to support Dune: Part Two and the movie-themed packs available on Call of Duty Modern Warfare. A reward for Call of Duty fans, the Dune: Part Two themed Calling Cards for the “Duke of Arrakis” and “Champion of Cruelty,” were offered as unique codes for fulfillment via a text message to the Dune: Part Two number. Launched on March 1, 2024, and in celebration of the film’s opening day, Call of Duty announced on their social handles, encouraging fans to text the keyword and join the Dune Community.

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Fans who texted “COD” received an interactive message with their unique code and redemption details. This was followed by a reminder to see Dune: Part Two in theaters, with a direct link to Fandango to find showings nearby. The first-to-market activation resulted in a 10X increase in fan acquisition over the first weekend. This in turn led to a 3X increase in overall engagement. The campaign’s average click-through rate for this specific activation alone was 37% including the Fandango ticket purchase link, which is 12% higher than the benchmark average of 25%.