1. Game Release Modern Warfare 2 Rolls Out Into Retailers Brian Anderson Brian Free Parker Scanlon

2. Call Duty Warfare 2 -Released on November 10 -6 th Installment of Call of Duty Services -In conjunction with Call of Duty: Modern Warfare: Mobilized for the Nintendo DS and Call of Duty: Modern Warfare: Reflex for Wii Console -YouTubeYouTube

3. Biggest Entertainment Launch of all Time! WHY? -Video-game publisher Activision hired TBWA for Marketing of Game -First teaser/trailer of Modern Warfare 2 March 25, 2009 - Twitter account to build up hype -Twitter Release for new MW 2 Controller -Monster Energy and Activision to develop promotions

4. HYPE

5. Pre-ordering pre-ordering is about locking you into a purchase instead of a rental, and this is often accomplished with a bonus. – Ex: Wal-Mart gives you $20 eGift card – EX: Amazon gives $20 credit for next video game purchase Gamestop: 2.5 million total pre-orders just in the US alone:

6. Sales Standard edition: includes just the game. – Retail: $60 Hardened Edition: includes a code to download "Call of Duty Classic," limited edition Steel Book case and a "Behind the Lines" collector's art book. – Retail: $80 Prestige Edition adds night-vision goggles, night-vision goggles collector's stand, a code to download "Call of Duty Classic," limited edition Steel Book case and "Behind the Lines.“ – Retail: $160

7. Sales (continued) Generated $310 million in 24 hours to become "the biggest launch in history across all forms of entertainment.“ – Harry Potter Book 1 st day sales: $170 million – Dark Night 1 st day sales $67,165,092 1 st day sales: 4.7 million in the U.S and UK 7 million copies sold world-wide on the 1 st day – Previous day-one sales record holder, Grand Theft Auto IV sold 3.6 million world wide

8. Current Advertising Football Games TV Ads YouTube The Hype Behind the Game Wal-Mart

9. Urinal Advertising

10. Sources http://adage.com/article?article_id=140497 http://popwatch.ew.com/2009/11/12/call-of- duty-modern-warfare-2-youre-no-dark- knight/ http://popwatch.ew.com/2009/11/12/call-of- duty-modern-warfare-2-youre-no-dark- knight/ Youtube.com