Activision Blizzard’s colossal Call of Duty series returns marking the eighth instalment in the gaming franchise. We were heavily involved in marketing the title across Europe through a variety of retail, digital, event & advertising media. After months of going above and beyond the call of duty (ahem!) on the pre-launch marketing campaign including everything from designing the 30m square event environment and giant circular gaming table at Birmingham’s Gamefest (the table has made a second appearance as the gaming station at the VIP launch event) through to the retail point of sale collateral, both on and offline, across numerous european stores, launch week units put it on an even footing with ‘Call of Duty: Black Ops’, but higher by revenue.
Call of Duty MW3 has achieved the highest grossing opening week of all time for any entertainment title, outselling the opening weekend box office of the last four Harry Potter films combined. Like its predecessors Black Ops & Modern Warfare 2, MW3 broke all pre-order records worldwide on both the Xbox 360 and PlayStation 3. Only a week before Modern Warfare 3′s release, it had already shattered the pre-order record set by Black Ops in 2010 at 3.5 million pre-orders.
