COD MWII LAUNCH CAMPAIGN
With a sale to Microsoft looming, this year's Call of Duty launch had to be one of the biggest of all time. Ambitions were high, both on sales and the creative bar for the work. What we realized is that nothing bonds quite like a military cadence. It is the ultimate hype song straight from our military roots. So we created our own military cadence/hype track, weaving together the biggest authentic celebrity COD fans with our military world in a catchy cadence that every gamer could get in on. It was our own sports rallying cry to kick off Call of Duty season.
It worked. The campaign was a massive success and helped ATVI set all times sales records for a Call of Duty launch. COD Modern Warfare II now holds the record for the biggest opening launch weekend in Call of Duty history with $800M in sales in the first weekend and is also the fastest COD game ever to hit $1B in sales breaking records held by Black Ops II launches back during the brands initial hey day.
Role: Group Brand Director
