CALL OF DUTY XP 2011 by NCOMPASS INTERNATIONAL West Hollywood for Call of Duty

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CALL OF DUTY XP 2011

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Industry Video Games/Consoles, Games
Media Film
Market United States
Agency NCOMPASS INTERNATIONAL West Hollywood
Creative Director Patrick Fong
Released June 2012

Awards

Cannes Lions 2012
Branded content & entertaiment lions Best use or integration of experiential events Bronze

Credits & Description

Type of entry: Branded Entertainment
Category: Best use or integration of experiential events
Advertiser: ACTIVISION PUBLISHING
Product/Service: CALL OF DUTY: MODERN WARFARE 3
Agency: NCOMPASS INTERNATIONAL West Hollywood, USA
Advertiser ACTIVISION PUBLISHING
Product CALL OF DUTY: MODERN WARFARE 3
Entrant NCOMPASS INTERNATIONAL West Hollywood, USA
Type of Entry: Branded Entertainment
Category: Best use or integration of experiential events
Title: CALL OF DUTY XP 2011
Advertiser/Client: ACTIVISION PUBLISHING
Product/Service: CALL OF DUTY: MODERN WARFARE 3
Entrant Company: NCOMPASS INTERNATIONAL West Hollywood, USA
DM/Advertising Agency: NCOMPASS INTERNATIONAL West Hollywood, USA

President/Chief Executive Officer: Bobby Kotick (Activision Blizzard)
Chief Operating Officer: Thomas Tippl (Activision Blizzard)
Senior Director Of Marketing – Call Of Duty: Byron Beede (Activision Publishing)
Chief Executive Officer: Eric Hirshberg (Activision Publishing)
Director – Events: Jonathan Murnane (Activision Publishing)
Senior Vice President/Corporate Communications: Maryanne Lataif (Activision Publishing)
Senior Director/PR – Call Of Duty: Mike Mantarro (Activision Publishing)
Vice President – Product Marketing: Rob Kostich (Activision Publishing)
Senior Director – Marketing Communications: Susan Hallock (Activision Publishing)
Chief Marketing Officer: Tim Ellis (Activision Publishing)
Vice President – Global Consumer Marketing: Todd Harvey (Activision Publishing)
Senior Manager – Product Marketing: Tyler Michaud (Activision Publishing)
Executive Vice President/General Manager: Philip Earl (Activision Santa Monica)
Co-Founder/Chief Executive Officer: Donna Graves (NCompass International)
Sports And Entertainment: Donnie Graves (NCompass International)
Co-Founder/Chief Operating Officer: Kae Erickson (NCompass International)
Account Director: Lindsey Antrim (NCompass International)
Creative Director: Patrick Fong (NCompass International)
Vice President: Ryan Fitzpatrick (NCompass International)
Vice President – Marketing Innovation: Sheri Timmons (NCompass International)

Describe the campaign/entry
In the US, as well as globally, the war for consumer attention in the world of branded entertainment is fiercer than ever.
With heightened desire for interactivity and the increased opportunity for choice and convenience, the lines between the broadcast and on line promotion and content are blurring. As a result, it’s more important than ever to find integrated and creative ways to capture your fans’ and consumers’ attention and loyalty. Unique hands-on experiences and content must be authentic and bigger than life.



Results


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.
Objective:
Create a proprietary, revolutionary marketing event (CoD: XP) that transforms a purely digital property into a full-fledged branded entertainment property with a first of its kind experiential event at its core.
CoD: XP must be EPIC in scope, AUTHENTIC in execution with BLOCKBUSTER sales and brand results
Strategy:
An epic-authentic-blockbuster brand experience that literally brings the game to life - and makes it bigger than life - by bringing press, celebrities, marketing partners, veterans, and worldwide fan base together under one common passion: Call of Duty.
Execution:
Transformed 16+ acres event footprint during 3 days - included 2 massive airplane hangars: 270,000+ raw square feet. First Day Exclusive VIP Press Preview followed by 2 days of consumer and press brand immersion.
Developed live stream content utilising the Microsoft/Xbox Live partnership for online distribution featuring global announcements from Activision CEO and celebrity/game developers’ on-site intimate discussions with attendees.
Physical activities authentically replicated from the game and pushed content to the masses via RFID and social media.
Massive social media integration via mobile and RFID technology embedded in event credentials tied to user profiles.
Over 130,000 square foot MW3 themed gaming arena (exclusive first to play) outfitted with 1,000+ art directed, networked Xbox 360’s.
Staged $1m Tournament, (largest gaming purse in history) global competition including regional competitions across the globe, qualifying winners to compete in finals at Call of Duty: XP.
World-renowned live entertainment featuring headliner Kanye West.




Describe the creative solution to the brief/objective.



The uniqueness of the programme drew off-line and on-line consumers from all over the world to Los Angeles, CA, to participate in recreations of iconic in-game activities and competitive game play including the famous ‘Scrapyard’ map brought to life as a competitive paintball course, first to play opportunities with Modern Warfare 3 and a global Million Dollar Gaming Tournament which concluded onsite. All of these components were combined with a keynote presentation that delivered exclusive Call of Duty news and announcements to a global audience of millions.




Describe the results in as much detail as possible.



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.
The event transformed the brand from a game experience to a true lifestyle brand. This campaign integrated authentically branded experiential components, groundbreaking social media activation, and record breaking streaming/archived content that allowed consumers to amplify the message, which resulted in media reach and sales goals beyond 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 networking domination
- Second highest viewed Livestream event ever (behind only the Royal Wedding).
- Reversed share of voice vs competition
- Global Trending Topic on Twitter