Activision’s Call of Duty Reveal Goes on 10-City Tour
Usually launches are reserved for leaders in media, but for Call of Duty’s Ghosts Global Multiplayer Reveal, the brand opened up to the world a 10-city tour that gave consumer influencers the ability to play with the new multi-player mode before release. The brand wanted to create a social media explosion among fans and boost the all-important pre-order.
Attendees arrived at the venue, L.A. Live in Los Angeles, where they walked a black carpet and branded corridor featuring towering imagery of characters from the upcoming game and into an enclosed, awards-style stage. After a presentation from the ceo, attendees were given a live demo of the expansive upgrades of the game and forthcoming consoles. Attendees were then escorted to gaming stations with actual Xbox One versions of the game where they got exclusive, hands-on playing time within different maps and modes. Attendees played right next to developers and pro-gamers, and then interviewed them one-on-one. At gameplay capturing stations, the attendees were able to take home custom footage on a branded hard drive, as well as pick up lunch and swag from a hospitality tent.
The event generated more social buzz than the Call of Duty: Black Ops II Multiplayer and Call of Duty: Modern Warfare 3 XP events combined and received some two million views in 24 hours.