CASE STUDIES

CALL OF DUTY: MODERN WARFARE 2
NATIONAL PRODUCT LAUNCH

CHALLENGE

How do you design and execute a promotional event big enough to support the launch of the most anticipated video game of the year? This was the question facing video game leader IGN, Activision, GameStop and Microsoft XBOX 360 as they partnered to define an event on par with an international movie premiere. UCG was tasked with creating an event presenting a 21st century war motif capable of defining the standard by which all video games launches will be compared: an immersive Hollywood-worthy premiere capable of producing measurable results.

SOLUTION

• Lease the entire south end of Union Square Park from the city of New York and create a themed military presence in the park featuring military vehicles, laser light show, perimeter military guard, and external large screen game play videos
• Create and deploy a 75’ by 30’ fabricated structure designed to convey a night vision urban war scene wired with internal DJ stage, localized network supporting 54 gaming kiosks and overhead video displays with a capacity to handle over 1000 gamers per hour
• Partner with IGN and Microsoft to design a 6’ by 3’ kiosk layout providing a total of 54 integrated multi-player game kiosks each equipped with 21’ screens, speaker systems and MW2 XBOX 360 game software
• Acquire and manage DJ talent for the six hour event presenting a mix of local DJs, DJ Jazzy Jeff and Questlove of the Roots
• Hire, outfit and train a staff of 50 Brand Ambassadors, security and technical support in order to ensure a smooth brand focused experience and consistent personal messaging
• Create a customized VIP area complete with top shelf bar and catering, press scrum, step and repeat and integrated game stations with flat screen displays and collaborate with entertainment industry leaders including Activision, GameStop and IGN to provide VIP talent and celebrity appearances featuring:
  • Members of the NY Yankees, Philadelphia Phillies and NY Giants
  • DJs Jazzy Jeff and Quest Love
  • Method Man, G-unit, Ice-T and Jadakiss
  • James J. Gandolfini, Jr. and Vincent D’Onofrio

RESULTS

• Over 2,500 onsite email addresses collected
• Over 5,000 registered Facebook visitors
• Over 10,000 event visitors
• Over 50,000 user generated Youtube video views in the first week
• Over 1,000,000 minutes of streaming live video views and upwards of 50,000 unique viewers
• Our own small contribution to the largest entertainment launch in history resulting in sales in excess of $300 million in the first 24 hours beating our Harry Potter franchise client and previous record holder GTA