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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