Rocket XL, Los Angeles based word of mouth marketing agency, today announced the success of its interactive media player and online influencer campaign in support of Call of Duty® 4: Modern Warfare™, Activision, Inc.’s blockbuster hit game, developed by Infinity Ward, the #1 best selling title in units worldwide for 2007, according to the NPD Group, Chart Track and The GFK Group.Rocket XL’s creative team delivered, in conjunction with Activision’s coordinated launch and related activities, the latest Call of Duty 4: Modern Warfare news, screenshots, videos, and bonus materials directly to the target audience by housing the media player in a custom widget. The widget format enabled influencers and gamers to create the perfect venue for fans to share information.
CEO of Rocket XL, Craig Howe, stated:
“Activision challenged us to engage a broader audience of online influencers to help make Call of Duty 4: Modern Warfare one of the top selling, biggest titles of this year”. “They delivered a fantastic product and marketing approach, allowing us to customize an innovative campaign to maximize success.” Rocket XL was able, by maintaining the master server and keeping the content updated, to survey the market’s reaction while keeping gamers in the know with the latest information on the title.
Rocket XL’s campaign, by engaging gamers through the sharing of each thematic and technological development, and personalizing the title for them in the widget format, helped support an intensive global effort and further grew the community fan base. Their campaign efforts helped to maximize buzz four months before product launch by creating early awareness and evangelism, which lead to a fever pitch in the final days leading up to COD4’s Call of Duty 4: Modern Warfare’s release.
