The hotly anticipated game, which has seen fans queuing at gaming stores overnight, will be promoted in an integrated campaign in an effort to keep consumer engagement high.
The campaign includes 96 sheet outdoor advertising, 30-second and 60-second TV ads, cinema ads including Pearl & Dean Silver Spot placements and print and online activity. Ads have been created in-house with media planning and buying from MediaCom.
Activision marketing director UK and Ireland, David Tyler, says: “Our objective on this title has been to make it the largest entertainment launch of all time, and on the eve of launch we appear well on track to achieve this. The sheer quality of the game that Infinity Ward have developed sets a completely new standard for video games globally.”
Experts have forecast that Activision title will shift 1.7m UK copies in first week and break records for a game launch as the fastest-selling video game. Academics and politicians have slammed the game for its violent content, suggesting it could cause a change in adults’ behaviour.
HMV is predicting that the combination of huge online pre-orders along with massive purchases in-store across the whole market will see the cult title become the first ever game to break through the 1m barrier for first week unit sales. In so doing it will also become the fastest-selling games title in UK games history.