Activision has become the first advertiser to use Millennial Medias Photo Shoot rich media feature, which uses handsets camera functionality, in its mobile ad campaign to promote the release of Call of Duty: Black Ops 2.

The ad, which is running as both an expandable banner and an interstitial, presents the user with an animated image of a soldier. Using the Photo Shoot feature, they can then take a picture of their own face and superimpose it onto the soldiers head. This image can then be downloaded or shared via social media. 

“The Photo Shoot ad unit is one of many rich media features we offer that takes advantage of the native capabilities of the mobile device,” said Millennial Media EMEA managing director Gavin Stirrat. “One of the inherent advantages to advertising in mobile is the ability to leverage these uniquely mobile features, and this is an example of how to do that in a way that will boost engagement.”

The campaign, which is running across iOS and Android, also features an ad which enables users to send a tweet directly from within the ad unit. Both ads point the user to the Call of Duty mobile site, where they can view trailers and purchase the game directly.

You can see a video of the ad in action below.