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Call of Duty
Call of Duty: Modern Warfare 3, "The Vet and the n00b"

RAN IN: United States

CLIENT
Activision Blizzard, Inc.

Tim Ellis - EVP, CMO
Eric Hirshberg - CEO, Publishing
Jonathan Anastas - VP, Global Brand Mktg., Head of Digital & Social Media
Todd Harvey - SVP, Consumer Mktg.
Lisa Welch - VP, Consumer Strategy & Insights

AGENCY
72andSunny *Lead Agency

Glenn Cole - CCO
Matt Jarvis - Chief Strategy Officer
Jason Norcross - Creative Director, Partner
Bryan Rowles - Creative Director, Partner
Evin Shutt - Brand Director, Partner


OMD


SapientNitro


Edelman


SUMMARY

This isn't the story of an underdog. It's about Call of Duty: the titan of videogaming. With the launch of Modern Warfare 3, we set out to create the biggest entertainment launch of all time. For the third year in a row. With tapped outlets for growth, we ignited our disparate audiences with one insight; the fun isnt in winning, its in the progression. We invited the world to join in the thrill of becoming a badass. The game launch achieved cultural inevitability and went on to shatter entertainment records worldwide.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, OOH, PR, Sales Promotion, Events

Audience: Men, Women, Brand Influencers, Teens (13-20) , Young Men (20-35) , Young Women (20-35)

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: National

Language: English