Call of Duty

MW3

2011

Activision • Website • Campaign • Marketing

Connect to Your Inner Soldier • Activision’s challenge to us was simple. Make Call of Duty: Modern Warfare 3 the single largest entertainment launch in history and outsell the games previous 2 titles. That means make the game more successful than any movie opening, video game or entertainment property launch in the history of planet earth.

To answer the challenge, our strategic approach involved creating three personas based on the games target audience and aligning an overarching strategy to help us connect them all, Connect to Your Inner Soldier.

The goal was to reach every type of gamer from a newbie to the hardcore gamers and help guide them on a journey to becoming the best Call of Duty gamer they can be by providing them with the resources and tools they needed.

We created a digital ecosystem for the Call of Duty video game franchise and a hub that pulled in all Modern Warfare 3 communications whether it be at a fan or franchise level. Totally un-filtered, raw and authentic.

Behind the Scenes

Awards

Creativity International Awards

VIDEO GAME, GRAPHICS • GOLD

Effie Awards

GRAND EFFIE

Effie Awards

LEISURE PRODUCTS & SERVICES • GOLD

Interactive Media Awards

BEST IN CLASS • GAMES / INDUSTRY

Interactive Media Awards

BEST IN CLASS • GAMES / PLAYING

OMMA

WEB SITE EXCELLENCE • ENTERTAINMENT • GAMES

WebAward

BEST GAME SITE WEBSITE

Webby Awards

OFFICIAL HONOREE

Information

Connect to Your Inner Soldier • Activision’s challenge to us was simple. Make Call of Duty: Modern Warfare 3 the single largest entertainment launch in history and outsell the games previous 2 titles. That means make the game more successful than any movie opening, video game or entertainment property launch in the history of planet earth.

To answer the challenge, our strategic approach involved creating three personas based on the games target audience and aligning an overarching strategy to help us connect them all, Connect to Your Inner Soldier.

The goal was to reach every type of gamer from a newbie to the hardcore gamers and help guide them on a journey to becoming the best Call of Duty gamer they can be by providing them with the resources and tools they needed.

We created a digital ecosystem for the Call of Duty video game franchise and a hub that pulled in all Modern Warfare 3 communications whether it be at a fan or franchise level. Totally un-filtered, raw and authentic.

Awards

Creativity International Awards

VIDEO GAME, GRAPHICS • GOLD

Effie Awards

GRAND EFFIE

Effie Awards

LEISURE PRODUCTS & SERVICES • GOLD

Interactive Media Awards

BEST IN CLASS • GAMES / INDUSTRY

Interactive Media Awards

BEST IN CLASS • GAMES / PLAYING

OMMA