11:40AM May 11 2012
Call of Duty: Modern Warfare 3 European Launch
For the release of Call of Duty: Modern Warfare 3, Activision asked us to engage with fans, raise awareness of the launch, and increase the numbers of views achieved from the previous year.
Using a bespoke Facebook tab and a specialised Call of Duty MW3 launch YouTube page, which allowed viewers from all over the world to participate, fans could watch a live stream of the launch event at London’s Old Billingsgate Market. Whilst all this was taking place, we took to the streets to film lucky people getting the first copies of MW3 from Game where there was special CoD store takeover. These channels were used to encourage fans to join the online conversation through a Livestream chat box and the @Acti_Insider account on Twitter.
The game grossed more than $1billion in just 16 days. With 2,267,171 total streams and 5,210,753 total viewer minutes worldwide, the continuous YouTube stream managed to beat 2010’s viewing figures by 193% and was part of the largest digital launch of all time. The MW3 campaign also won the 2012 IVCA Award for Best Digital Communications.