TBWA plans to make MW2 BIGGEST ENTERTAINMENT LAUNCH of all time
The advertising agency advises to make the launch of Modern Warfare 2 as the biggest entertainment launch of all time.
The publisher of the game is pressing TBWA, advertising agency, to ensure that this much awaited game’s launch will go down in the annals of recent gaming history as one of the biggest yet.
According to sources, Activision believes that the ad campaign of TBWA that has been planned is on track to realizing its lofty goals of smashing all records that has been set by big-name titles such as Halo 3 and Grand Theft Auto IV.
Chief creative officer of Activision, Brad Jakeman, said, “The strategic objective is not to just run advertising on day one and say ‘Go to a retailer and buy the game,’ but it is to really start building a movement and start broadening the audience for [Modern Warfare 2] beyond a core gamer audience.”
Janco Partners’ Mike Hickey had already indicated that Activision may not have much to worry about. According to him the sales of the game may hit 11 million units in under two months only. He said MW2 could potentially sell through 7.8 million units globally with an estimated retail value of more than $569 million in the first week.