Game Release Modern Warfare 2 Rolls Out Into Retailers

Brian AndersonBrian FreeParker Scanlon

Call Duty Warfare 2

-Released on November 10-6th Installment of Call of Duty Services-In conjunction with Call of Duty: Modern Warfare: Mobilized for the Nintendo DS and Call of Duty: Modern Warfare: Reflex for Wii Console-YouTube

Biggest Entertainment Launch of all Time! WHY?

-Video-game publisher Activision hired TBWA for Marketing of Game-First teaser/trailer of Modern Warfare 2

March 25, 2009- Twitter account to build up hype

-Twitter Release for new MW 2 Controller-Monster Energy and Activision to develop promotions

HYPE

Pre-ordering

• pre-ordering is about locking you into a purchase instead of a rental, and this is often accomplished with a bonus.– Ex: Wal-Mart gives you $20 eGift card– EX: Amazon gives $20 credit for next video

game purchase

• Gamestop: 2.5 million total pre-orders just in the US alone:

Sales

• Standard edition: includes just the game. – Retail: $60

• Hardened Edition: includes a code to download "Call of Duty Classic," limited edition Steel Book case and a "Behind the Lines" collector's art book. – Retail: $80

• Prestige Edition adds night-vision goggles, night-vision goggles collector's stand, a code to download "Call of Duty Classic," limited edition Steel Book case and "Behind the Lines.“– Retail: $160

Sales (continued)

• Generated $310 million in 24 hours to become "the biggest launch in history across all forms of entertainment.“– Harry Potter Book 1st day sales: $170 million– Dark Night 1st day sales $67,165,092

• 1st day sales: 4.7 million in the U.S and UK

• 7 million copies sold world-wide on the 1st day– Previous day-one sales record holder, Grand Theft Auto IV sold

3.6 million world wide

Current Advertising

• Football Games TV Ads• YouTube• The Hype Behind the Game• Wal-Mart

Urinal Advertising

Sources

• http://adage.com/article?article_id=140497• http://popwatch.ew.com/2009/11/12/call-of-

duty-modern-warfare-2-youre-no-dark-knight/• Youtube.com