Activision Design & Branding CALL OF DUTY XP 2011 by NCOMPASS INTERNATIONAL West Hollywood

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Industry Video Games/Consoles, Games
Media Design & Branding
Market United States
Creative Director Patrick Fong
Released September 2011

Credits & Description

Category: Exhibitions & Live Events
President/Chief Executive Officer: Bobby Kotick (Activision Blizzard)
Chief Executive Officer: Eric Hirshberg (Activision Publishing)
Chief Operating Officer: Thomas Tippl (Activision Blizzard)
Executive Vice President/General Manager: Philip Earl (Activision Santa Monica)
Senior Vice President/Corporate Communications: Maryanne Lataif (Activision Publishing)
Chief Marketing Officer: Tim Ellis (Activision Publishing)
Vice President – Global Consumer Marketing: Todd Harvey (Activision Publishing)
Vice President – Product Marketing: Rob Kostich (Activision Publishing)
Senior Director Of Marketing – Call Of Duty: Byron Beede (Activision Publishing)
Senior Director – Marketing Communications: Susan Hallock (Activision Publishing)
Senior Director/PR – Call Of Duty: Mike Mantarro (Activision Publishing)
Director – Events: Jonathan Murnane (Activision Publishing)
Senior Manager – Product Marketing: Tyler Michaud (Activision Publishing)
Co-Founder/Chief Executive Officer: Donna Graves (NCompass International)
Co-Founder/Chief Operating Officer: Kae Erickson (NCompass International)
Vice President: Ryan Fitzpatrick (NCompass International)
Vice President – Marketing Innovation: Sheri Timmons (NCompass International)
Sports And Entertainment: Donnie Graves (NCompass International)
Creative Director: Patrick Fong (NCompass International)
Account Director: Lindsey Antrim (NCompass International)
Media placement: Experiential Event - 10,000 person Experiential Event in Los Angeles, CA with global reach of millions - 1 Sept 2011

Describe the brief from the client
Challenge: Make the newest title, Call of Duty: Modern Warfare 3 (MW3), the most successful entertainment launch ever - exceed results of CoD: Black Ops and pay homage to the overall CoD franchise.

Creative Brief: Create epic authentic blockbuster brand experience that literally brings the game to life by bringing press, celebrities, marketing partners, veterans, and worldwide fan base together under 1 common passion - Call of Duty.

Target Audience: CoD fans devoted, rabid 30m+ community, with short attention spans and attention to detail.

Describe the challenges and key objectives
Be epic in scope, authentic in execution with blockbuster sales and brand results.

Challenge/Insight: Authenticity is our target’s core value.

Strategy: Develop a programme with input from members of the Call of Duty community, the brand team, developers and military experts.

Describe how you arrived at the final design
The immersive brand experience played across a massive footprint including the world-wide première of MW3 multi-player, global MW3 tournament, in-game military activities brought to life, developer panels, game-themed merchandise/concessions and Kanye West concert closing the event in grand style.

The design was finalised through a committee process that ensured valued input from Activision Call of Duty team, developer teams and trusted agency partners had all been incorporated, and the design felt true to the CoD brand. Not until we were sure that we had something that would blow away our fans did we reach this final design.

Give some indication of how successful the outcome was in the market
"It was like a Disneyland for gamers with some X-Games, real Navy Seals, and Hollywood talent thrown in for good measure" – Forbes Magazine

Call of Duty XP engaged an unprecedented audience of core/newly recruited fans, catapulting MW3 to the largest entertainment launch in history - exceeding client’s expectations.

Blew away goals:
- Triggered $775m sales in first 5 days
- Quickest entertainment launch to $1bn

Epic reach:
- 2.4bn Impressions
- $21.5m earned media
- 44% sales increase vs pre-event 2-week period

Online/Social networking domination:
- 2nd highest viewed Livestream event ever
- Global trending topic Twitter
- Reversed online share of voice