EE Makes Call of Duty Even Cooler with Zyro, Saatchi & Saatchi, and the 'Meltdown Countdown'

U.K. mobile network EE has partnered with Twitch streamer Zyro to launch a thrilling new activation that takes the Call of Duty experience to the next level.

With agency Saatchi & Saatchi leading the strategy, the “Meltdown Countdown” combines an adrenaline-pumping live stream with exclusive giveaways, capitalizing on the buzz around the highly coveted “Hella Chill” Operator Skin.

To add to the excitement, EE transformed the skin into a massive, life-sized ice sculpture, creating a striking centerpiece for gamers to enjoy.

 

 

 

 

 

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A post shared by EE (@ee)

From there, the brand teamed up with Zyro to create a live stream where fans could witness the sculpture melt in real-time.

How fast the 177cm high figure melted then depended on Zyro's performance in Call of Duty Warzone — the better he played, the faster it melted. 

 

 

 

 

 

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A post shared by Zyro (@zyrowarzone)

Within the stream, the fans were treated with special mini-games, as well as codes that were all claimed within five minutes. 

Deemed a success, the livestream has garnered a total of 100,000 live views, marking the streamer's record for his highest-ever concurrent viewership. 

With hundreds and thousands of gamers tuned in, the latest activation from the network giant and agency not only helps the streamer and the community, but also brings brand awareness to EE, as well as its game store. 

What Went Down in the Zyro Stream

To recount the exciting event, EE launched a hero video showing viewers everything that took place during Zyro's legendary Warzone stream together with the "Hella Chill" ice sculpture. 

Here, we get to see just how much of a hit the limited-edition skin was among COD gamers — so much so that it birthed the effort. 

We also get a closer look at the 177cm-tall sculpture, which stands behind Zyro's gaming desk just as he streams his game. 

Just by commenting, viewers tuned in to the stream also snagged EE's operator skin for free, given away via codes. 

And since it took a while for the sculpture to melt completely, Zyro took it to himself to smash it with a hammer, entertaining viewers with a sight to behold.

Previously, EE and Saatchi & Saatchi launched two cinematic spots that addressed tech confusion.