Beth Snyder Bulik writes that it "looks like a marketing mission accomplished for video-game publisher Activision and its agency, TBWA/Chiat/Day, Los Angeles." That because more than 7 million copies of "Modern Warfare 2" sold within 24 hours, according to VGChartz.com. It also estimates that sales will go over 10 million for the week, surpassing the record 5.9 million copies of "Grand Theft Auto 4" that sold last year.
TBWA won a creative shootout this summer that asked agencies to create a campaign that would make the game the "biggest entertainment launch of all time." (Snyder Bulik points out that "Harry Potter and the Half-Blood Prince" holds the title for an opening weekend with $302 million in worldwide box-office sales).
Unaided awareness of the launch date for "Modern Warfare 2" among gamers was 12% vs. 2% for that of an average video game release, with 46 reporting seeing an ad on TV, according to Nielsen. Another 30% said they heard about the game via word-of-mouth, and 28% saw an online review or preview.
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