Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Thumb 0
  • Thumb 1
  • Thumb 2

Call of Duty
Call of Duty: XP

RAN IN: United States

CLIENT
Activision Blizzard, Inc.

Eric Hirshberg - CEO, Activision Publishing
Jonathan Anastas - VP, Digital Mktg.
Byron Beede - VP, Product Mgmt.
Tim Ellis - CMO, Activision Publishing
Susan Hallock - Sr. Director, Consumer Mktg.
Todd Harvey - SVP, Consumer Mktg., Activision Publishing
Rob Kostich - SVP, Product Mgmt., Activision Publishing
Mike Mantarro - Sr. Director, Corporate Comm.
Tyler Michaud - Sr. Product Manager
Jonathan Murnane - Director, Experiential Mktg.

AGENCY
NCompass International *Lead Agency


Midnight Oil Creative


PMK-BNC


Ant Farm


SapientNitro


SUMMARY

Despite strong competition and economic headwinds, Call of Duty: Modern Warfare 3 sales expectations were at their highest. COD needed to remind fans that i wasn't just a good game - it was their brand. COD: XP, a 3-day event, celebrated the consumer's love for this monolithic franchise by invoking the adrenaline rush of competition in distinctly authentic interactive environments. But, it was the explosion of these experiences to millions via social media that diffused competition and locked-in record pre-orders (54% higher vs. prior year) setting the stage for the biggest entertainment launch in history.

CASE VIDEO


Hero Medium: Consumer Involvement

Medium Featured On Video: Interactive, Social Networking Sites/Applications, PR, Events, Consumer Involvement, Sponsorship

Audience: Brand Influencers

Objectives: Increase brand loyalty

Type: Business to Consumer

Classification: National

Language: English