Activision's got high aims for the debut of Modern Warfare 2 (Xbox 360, PS3, PC), picturing it to be the "biggest entertainment launch ever." That's not such a stretch too, considering how highly-anticipated this title is. And it's all up to TBWA, the global ad agency tapped by Activision for the job, to make it happen.
"We believe the idea that TBWA presented to us delivers on that goal," said Brad Jakeman, Chief Creative Office for Activision, in an interview with Advertising Age. "What we liked most about the TBWA campaign is that it's an idea that's big enough to be articulated in lots of different kind of media... that is always the acid test for a great idea."
The company's ultimate goal, in terms of marketing at least, is to top the launch of Grand Theft Auto IV, which generated a whopping US 310 million, thanks to the 3.6 million units sold
in global sales in a mere 24 hours. Prior to that, the holder of the "biggest launch" was Bungie's Halo 3 launch in September of 2007, which resulted to 1.7 million copies, and raking in US 170 million in revenue.
Even Mike Hickey of Janco Partners is banking on a major success for Modern Warfare 2's launch. "We believe Call of Duty: Modern Warfare 2 likely be the largest video game release for [calendar year] '09." His guestimate: 11.1 million copies sold around the world -- in two months.
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