Activision Print CALL OF DUTY XP 2011 by NCOMPASS INTERNATIONAL West Hollywood

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Industry Video Games/Consoles, Games
Media Print, Magazine & Newspaper
Market United States
Creative Director Patrick Fong
Released September 2011

Credits & Description

Category: Best Use of Games
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)
SVP/Corporate Communications: Maryanne Lataif (Activision Publishing)
CMO: 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/Public Relations, 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 - Onsite, online, print, social media, broadcast, radio - 1 September 2011

Describe the objective of the promotion.
Our Challenge:
Make the newest title, Call of Duty: Modern Warfare 3 (MW3), the most successful entertainment launch ever - exceed results of Call of Duty: Black Ops AND pay homage to the overall franchise.

Create a proprietary, revolutionary marketing event (CoD: XP) that proves the theorem: Experiential Marketing + Social Media = Mass Media

Be EPIC in scope, AUTHENTIC in execution with BLOCKBUSTER sales and brand results.

Engage the 30+ million discerning fan community via relevant games, sweepstakes and contests while appealing to a wider, mainstream audience.

Debut anticipated multi-player gameplay to press and consumer

Drive vital pre-order sales

Describe how the promotion developed from concept to implementation.
COD XP was born out of the insight that our 30+ million fans are the most influential voice of the brand. So, Activision transformed the annual Press event into a full-fledged brand celebration for the entire world.

From Day One, development teams solicited participation of fans while marketing partners helped set goals to guide activities. This collaborative ‘incubator’ approach brought the game to life with authenticity and scope.

The result was a multi-layer, multi-month campaign that rolled out in a strategic timeline over 6 months including regional promotion and global game play that culminated in the 3-day live event.

Explain why the method of promotion was most relevant to the product or service.
The method of promotion for this program was 100% organic and true to the brand. We used Call of Duty communication channels (massive social media network, in-game communications), in-game and 'around-game' product partner messaging (Xbox Live, JEEP, MTN DEW), video introductions from respected gaming community stars as well as targeted endemic gaming media outreach to spread the word and drive excitement for the event and again leveraged those channels to communicate the incredible event experiences and content back out the the hungry global audience.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Call of Duty XP engaged an unprecedented worldwide audience of core and newly recruited fans, catapulting MW3 to become the largest entertainment launch in history thus exceeding the client’s and our expectations.

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

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

Online/social netoworking domination:
2nd-highest-viewed Livestream event ever (behind only the Royal Wedding).
Global trending topic on Twitter
Reversed online share of voice vs competition