Activision-Blizzard has secured the advertising talents of TBWA/Chiat/Day, a highly-respected company responsible for hundreds of memorable campaigns. Activision has given TBWA a simple task: Make the November release of the game the “biggest entertainment launch of all time” — bigger than any video game, any movie or other entertainment property.
From AdAge:
The biggest opening weekend for any movie to date was 2008’s “Dark Knight,” which raked in $158 million at the box office, according to data from online database Box Office Mojo. Others that had big opening weekends in Hollywood were “Spider-Man 3,” which saw nearly $151 million at the box office, and “Pirates of the Caribbean: Dead Man’s Chest” with $136 million.
The past couple of years have set a precedent for video-game launches eclipsing box-office numbers. Microsoft in the fall of 2007 touted “Halo 3″ as the biggest entertainment launch in history when it brought in $170 million in the U.S. alone on the first day it was available, with more than 1.7 million copies pre-ordered domestically. The following May, Take-Two Interactive Software announced that “Grand Theft Auto IV” topped the “Halo 3″ launch, selling 3.6 million units on its opening day with a retail value of $310 million globally.
“We believe the idea that TBWA presented to us delivers on that goal,” said Mr. Jakeman. “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 executions will likely span TV, print, out-of-home, social media, online, and PR pushes.
(Ratings Average: 4.00 out of 5)
Loading ...
Loading ...
[...] week we reported that Activision-Blizzard had hired advertising powerhouse TBWA and charged them with making the November release of Call of Duty 4: Modern Warfare’s sequel [...]