Case Study - Call of Duty WAW (DDB)

After Call of Duty 4: Modern Warfare’s phenomenal success, Activision’s next title in the series, Call of Duty: World at War, went back to World War II. Our challenge was to prove the skeptics wrong, and show that WAW was a step in the right direction; delivering WWII like you’ve never felt before.

To do this, we created an integrated global campaign including TV, Print, and Digital. We “showed gamers the money” through high quality game-play video in Rich Media and on TV. In fact, we were the first advertiser to run Full-Screen HD Video in a MySpace Homepage Takeover. We also created a custom Rich Media execution on IGN.com where the consumer was invited to pick up a Flamethrower from a Roadblock banner and virtually burn through the page.

The result? World at War’s day-one sales beat Call of Duty 4 by more than 50%, ultimately leading to more than 13 million units being sold worldwide.