The smack talk launch of Call of Duty: Modern Warfare 2

The Martin Agency

Summary

In November 2009, Walmart prepared for the biggest video game launch in its history - Call of Duty: Modern Warfare 2. But Walmart was tackling new territory and a new audience. To meet its aggressive sales goals and stand out from competitors, Walmart needed to resonate with gamers in a powerful way.

After months studying gamers and the gaming landscape, we learned that the competitive nature of gamers fuels their every action - from how they play the game to trash-talking their opponents. The only way they could succeed at both was by getting (and playing) the game the minute it's available.

Based on these insights, we developed a campaign that would engage gamers and convince them to buy the game at Walmart.

Strategically:

Show that gamers have the upper hand by getting the game faster at Walmart.

Executionally: