7:43PM November 27 2011
For the release of 2011’s most anticipated game, Call of Duty: Modern Warfare 3, Activision asked us to engage and raise awareness of what would become their largest launch to date.
Leading on from last year’s Call of Duty Black Ops success, we once again gave fans an insider view of the launch party through a five-hour stream building activity and engagement up to midnight, when the game officially went on sale.
With 2,241,418 total streams and 5,210,753 total viewer minutes worldwide, the continuous YouTube stream managed to beat last year’s viewing figures.
A bespoke Facebook tab and specialised Call of Duty MW3 launch YouTube page attracted viewers from every part of the globe.
Fans were invited to join the online conversation through a Livestream chat box and @Acti_Insider on Twitter, both of which were heavily monitored throughout the night.
The night’s stream hosted by TV presenter Rick Edwards, Graeme Boyd (@aceybongos) of Xbox LIVE and YouTube super user Davey Boys accurately represented all aspects of the night’s launch. From footballer Joey Barton’s COD skills, to a live performance from artist Example to interviews with and Modern Warfare 3 producers and fans alike.
Grossing over $775 million worldwide, Modern Warfare 3 set a new five-day entertainment record and obliterated its existing record! If you missed the event, here’s a taste of how the night went:
