Call of Duty builds Korean alleyways fans can explore on a real-world mission

A setting from Call of Duty: Modern Warfare 4 became a place fans could physically enter, as replica Korean alleyways appeared in London and Los Angeles.

Created by Activision with Omnicom Media and Amazon Ads, the launch activation combined a detailed street environment with a code-breaking challenge. Visitors could explore the set, follow clues and work towards a reward.

The experience ran from October 15–23, 2026, around the game’s October 23 launch, with the Loot Locker mission available from October 15–18.

A game environment becomes a street people can enter

The installations appeared at Electric Garden on Shoreditch High Street in London and on Sunset Boulevard in Los Angeles.

Shopfronts, neon signage, graffiti and street props recreated the atmosphere of the game’s Korean setting. The London build included convenience-store details and colourful plastic stools associated with late-night street dining.

Those elements gave visitors a space to investigate. The environment supplied the visual attraction, while the mission provided a reason to pay attention to its details.

Mission cards lead to Amazon Loot Lockers

Visitors received mission cards and followed a series of puzzles through the alleyway. Solving the challenge revealed the code needed to open custom Amazon Loot Lockers.

Inside were limited-edition Call of Duty prizes, presented in Amazon Fresh bags.

The sequence borrowed a familiar gaming structure: receive an objective, search the environment, solve the problem and collect a reward. It gave the physical installation a clear beginning and payoff.

Twitch viewers could join the search

Participation also extended to people watching remotely.

Through the Twitch CCTV experience, viewers could use chat commands to change camera views, search for hidden clues and work together to unlock rewards.

The cameras made the physical set useful beyond the people standing inside it. Online viewers had a role in exploring the space, with collective participation becoming part of the challenge.

The mission continued through an Amazon Brand Store

QR codes on the lockers connected visitors to a gamified Amazon Brand Store, where they could continue exploring, access further rewards and purchase the game.

The online alleyway also opened the experience to fans unable to attend either location. Separately, QR codes on Amazon Fresh bags delivered to customers in London and Los Angeles directed people to the same digital destination.

Together, the installations, livestream and online store created several ways into the launch experience. Each began with something to investigate, whether a street, a camera feed or a digital recreation.

Credits

Brand: Call of Duty / Activision. Game: Call of Duty: Modern Warfare 4. Campaign partners: Omnicom Media and Amazon Ads. Amazon creative teams: Brand Innovation Lab and Twitch Brand Partnership Studio. London venue: Electric Garden, Shoreditch High Street. Los Angeles location: Sunset Boulevard. Markets: United Kingdom and United States. Campaign period: October 2026.