Call of Duty: Modern Warfare launched on Oct. 25, 2019 facing strong headwinds on two fronts: stiffer competition and a more challenging climate surrounding Mature-rated video games. Our task was to captivate new and lapsed fans, fueling mass excitement for the game as the must-have blockbuster of 2019.
REIGNITING A CULTURAL PHENOMENON
Our team was tasked with driving cultural impact through a strategic media relations and influencer campaign.
Leveraging research on other entertainment reboots and authentic voices like developers and Navy SEAL consultants, we facilitated high-impact, behind-the-scenes stories with TIME, Washington Post, LA Times, USA Today, and the Hollywood Reporter.
Additionally, we partnered with celebrity advocates to maximize PR beats and reach new audiences. Highlights include an ESPN takeover with NFL star Todd Gurley and a multiplayer reveal with several Women’s World Cup Champions and NBA stars Kyle Kuzma and Klay Thompson.
Migos star Offset received a special surprise when Call of Duty infiltrated his birthday gala, surprising him, Cardi B and hundreds of VIP guests with a themed cake and gaming stations.
Preview experiences at the NFL, NBA, and NHL Drafts, alongside an NCAA college tour, amplified our reach with the next generation of sports stars.