“Activision + GameStop Call of Duty: Modern Warfare”
THE CHALLENGE
Activision was looking for a blockbuster release event with their longtime retail partner, Gamestop. The goal was for this event to be the key driver of PR and awareness around the product launch, drive foot traffic and digital purchase. Activision turned to MO to concept and execute this one-of-a-kind event.
THE STORY
To build the retail experience, we transformed GameStop’s West Hollywood store into a Call of Duty: Modern Warfare “command center” that gave fans an immersive glimpse into the world of the game that included Call of Duty 3D photo opportunities, hands-on gameplay, a live stream hosted by Geoff Keighley, giveaways and more.
To showcase some of the mayhem experienced when playing the game, we simulated an armored car crash into the storefront/lobby. As an added layer of impact, Geoff Keighley hosted a live stream with the game developers, and key sports Call of Duty influencersappeared to sign autographs.
Press, influencers and fans had the opportunity to experience a glimpse into the world of the game. Modern Warfare received record breaking sales that surpassed $600M+ in less three days and the event received coverage from dozens of media outlets and garnered 300M+ impressions.
