In the US, as well as globally, the war for consumer attention in the world of branded entertainment is fiercer than ever.

With heightened desire for interactivity and the increased opportunity for choice and convenience, the lines between the broadcast and on line promotion and content are blurring. As a result, it’s more important than ever to find integrated and creative ways to capture your fans’ and consumers’ attention and loyalty. Unique hands-on experiences and content must be authentic and bigger than life.

Create a multi-month experiential and social networking campaign with a proprietary event at the core.An epic-authentic-blockbuster brand experience that literally brings the game to life - and makes it bigger than life - by bringing press, celebrities, marketing partners, veterans, and worldwide fan base together under one common passion: Call of Duty.Call of Duty: XP was an unprecedented event combining never-done-before experiential activities and new technologies (RFID/streaming/social) with traditional product launch tactics and turned the game title into a full experiential brand. The event played out across a massive footprint that included the worldwide première of MW3 multi-player, a global MW3 tournament, in-game military activities brought to life, developer panels, exclusive game themed merchandise and concessions and a Kanye West concert closing the event in grand style.

Call of Duty XP engaged an unprecedented worldwide audience of core and newly recruited fans, catapulting MW3 to become the largest entertainment launch in history thus exceeding the client’s and expectations.The event transformed the brand from a game experience to a true lifestyle brand and engaged the consumers in such ways that they amplified the messages and propelled Call of Duty XP to reach the following metrics:Blew away goals: -Triggered $775m sales in first 5 days -Quickest entertainment launch to reach $1bn Epic reach: -2.4bn Impressions-$21.5m earned media coverage-44% sales increase vs pre-event 2-week period Online/social networking domination: -Second highest viewed Livestream event ever (behind only the Royal Wedding).-Global trending topic Twitter-Reversed online share of voice vs competition