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

Walmart was launching the video game, Call of Duty: Modern Warfare 2 in its U.S. stores, which was a new territory and new audience.

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...

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