We led the UK and European launch of Activision’s biggest franchise 'Call of Duty: Black Ops', with the key objective of ensuring the video game became the most successful entertainment launch of all time.The challenge was twofold: 1. To ensure the game led the mainstream news agenda at launch through widespread media coverage.2. To surpass the achievements set by its predecessor 'Call of Duty: Modern Warfare 2' which held revenue and sales records for the entertainment industry.

To overcome these challenges and meet the main objective, we organised a launch event of a scale the gaming industry had never experienced before. A star studded 'black carpet' launch was held at Battersea Power Station, which had been converted into a Cold War bunker, and featured a live, pan-European celebrity / multiplayer competition and an exclusive performance by UK chart sensation Tinie Tempah.This resulted in blanket broadcast, national and online coverage and a multitude of celebrity endorsements via Twitter and Facebook. The game smashed all revenue records, selling over 1.4m copies in the 24hrs on sale and bringing $1 billion in its first six weeks.

'Call of Duty: Black Ops' became officially the most successful entertainment launch of all time.

To ensure the overarching objective was achieved, we met the four supporting objectives by carrying out the following:1. Bigger and bolderA 'Black' carpet launch party for media, celebs and fans at one of London’s most iconic buildings, Battersea Power Station. The chimneys became the face of a massive moving 3D animation, turning into a virtual warzone. Outside was themed with military props and soldiers; inside became a Cold War bunker.2. Pan-European integrationA pan-European consumer and celebrity multiplayer event took place hosted by the celebrity compeer, with England defender Wayne Bridge representing the UK.3. Digital experienceThe UK launch was streamed live on Facebook and uStream, containing interviews, multiplayer competition and music performances, then syndicated to other digital partners to get European consumers close to the action.

4. Unrivalled celebrityUK chart sensation Tinie Tempah performed, 100+ celebrities from music, fashion and TV attended.

The event smashed every objective:1. It was bigger and bolder...- 1000+ fans, celebrities and media attended.- Media coverage delivered a PR value in excess of £10m.- 51 minutes on national TV, 50 minutes on radio & 145 national news articles.2. Europe was integral...- The first pan-European celebrity 'Call of Duty' multiplayer event.3. Digital integration achieved...- 180,000+ people viewed the event live via Facebook- 29,000 hours of footage viewed, equivalent to three years of footage in one night4. Celebrities flocked and ‘Tweeted freely’...

- Sophie Ellis-Bextor, Professor Green, Example, Roll Deep, N-Dubz, Ashley Cole, Alex Reid, Goldie...As result...'Call of Duty: Black Ops' is officially the bestselling video game of all time -1.4m copies sold in 24 hours = £58m (Source – Chart-Track).'Call of Duty: Black Ops' is officially the largest ever entertainment launch - $1bn in six weeks.