Launch set to be largest in industry history
The advertising agency that will be responsible for the launch of Modern Warfare 2 expects it to be one of the biggest product launches of all time. TBWA, an advertising agency, very well respected and based in America, has the job of making the MW2 launch as successful as possible. This agency has a lot to live up to after the last game sold well over fourteen million members.
The agency is planning to get gamers from all over the world who are not the usual hard core gamers to buy the game. The Chief Creative Officer at Activision was quoted as saying, “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 said that Activision may not have much to worry about. According to varying sources sales are expected to smash the 11 million mark in the first 2 months, a truly amazing figure considering it the first title managed 14 million in total. He said Modern Warfare 2 could potentially sell through 7.8 million units globally with an estimated retail value of more than 0 million in the first week.
The promotional campaign has taken months to complete and it is now ready to be implemented. The company is planning to start an aggressive marketing campaign for the title in August, maybe we can expect to see smoke bombs being let of in down town New York or Laser dot sights being waved around in London! Pre-order numbers look set to go through the roof when this campaign gets underway. Sources also report that many rewards and incentives will also be offered to get gamers to plunk down their deposit for Modern Warfare 2 early, whatever happens this game will be massive.
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