Case Study - Call of Duty 4: Modern Warfare

Advertising Brief:
Raise awareness of the game and give gamers a reason to believe that Call of Duty's move from a WWII game to the arena of Modern Warfare was going to make the game even better. Research shows that gamers always consult a trusted source before buying a game.

Solution:
Who better to endorse Call of Duty 4: Modern Warfare than the experts - war hungry world leaders? Viral video reviews of the game were created featuring Kim Jong-Il, Putin, Qadaffi, Castro and Ahmadinejad. The viral videos were supported with a fully integrated campaign including TV, Print, Online Banners, and a microsite.

Results:
Call of Duty 4: Modern Warfare was the #1 selling game of 2007 with more than 10 million units sold worldwide. More than 2 million consumers viewed the 5 viral videos on the microsite, YouTube, and gaming sites. The viral campaign even won the coveted Sweepstakes Bowl at the 2008 Belding Awards and was recently featured in Communication Arts. The campaign also recently won an Effie award in the Influencers category.