Activision secures 'the most prominent single ad spot ever utilised' for games in the UK
The game might not hit retail for six months, but Activision is kick-starting the UK hype for Modern Warfare 2 today - with a premiere for the game during tonight's Champions League final.
The game, sequel to Call of Duty 4: Modern Warfare - one of the best-selling games of all time, arrives in November.
Activision and developer Infinity Ward has closely guarded many secrets surrounding the game's release, only drip feeding trailers out to consumers and the industry. First hints of the title were given in March at GDC with a recent follow-up trailer debuting earlier this month.
Tonight's promotion is the single most prominent single ad spot ever dedicated to a video game debut in the UK, according to Activision.
"Premiering the new Modern Warfare 2 trailer during such a high profile event presents a great opportunity to reach Infinity Ward’s fans and gamers throughout the UK,” explained David Tyler, Activision's UK marketing director.
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“This promotional placement for Modern Warfare 2 is the most prominent single ad spot ever utilised by a video game to be revealed to the British public, and is indicative of the impact this title will have when it launches on November 10th.”
Comments
copycats...
"ever utilised by a video game to be revealed to the British public"
I think you'll find Ubisoft did this with Assassin's Creed last month...
Last month?
The Champions League Final was last month?
The Dude
The Da Vinci code vs. Champion's League Final? Not really a comparison...
game quality
i just wonder if this game will be much different to cod 4,
same engine used ?? just new maps ?
mmmm...
It’ll definitely be overrated. But still awesome...
Nice slot...
Didn't FIFA 2009 get a great advertising slot last year as well?
Which One?
Im sure Fifa 09 booked out the entire advertising space for last years final , I just cant remember if it was the Champions league or the FA Cup?
Hmm...
Well Fifa didn't come out until september... But then again MW2 isn't out till November!
Biggest since
they did it in the 2004 Champions League Final break for DOOM3. ATVI's memory seems a little short.
New?
Will it be a new trailer, and not the one shown on sunday!!
Which channel
If it's ITV, that's quite impressive.
So where was it?
I watched the ITV coverage and didnt see it. Was it on Sky only?
ITV.
It was on ITV just after the game finished (the break after full-time), that was the only time I saw it.
Ahh
I'd switched over by then! Presumably the half time ad breaks were too expensive?
Pointless
What a load of hype...it was the trailer that was released online (so we had already seen it) AND it wasn't at half time, it was after the programme...when the cup had been raised and everything was done. Now, as a Man Utd fan I wasn't watching after the final whistle lol...luckily the next pub I went in showed the whole trophy collection process for me to watch and only after all the celebrations did I see the advert (on ITV)...but having already seen it online I wasn't bothered about it.
Bionic Commander was the feature advert DURING the game (at Half Time) and to be honest that is much less of a title compared to Modern Warfare 2...the only reason they needed to hype up the fact that they had a slot at all was so that people would actually stay tuned to watch it...I bet they actually missed more than half of their target audience by putting it after the game. Should've paid for the half time advert slot in my opinion.
Fantastic
Amazing activity. If you read the quote, Activision are saying it's the spot they ran was the biggest ever to support the REVEAL of a game in the UK. So they're probably correct.
Great to see a publisher getting behind a game in a big way like this way out from launch. It can only be a good thing for the industry as a whole to get people excited and boost the overall games industry profile with consumers. Fair play to them.
By the way I'm ex advertising and know that the audience delivery at half time is not so good as everyone is making tea, getting a round in at the pub etc.
ITV messed up?
Just learned that the talk in the media world is that ITV screwed up and all the TV ads that were supposed to run at the "final whistle break" were bumped to be after the trophy had been awarded.
If you were watching ITV, you'll have seen there was no ad break at full time, and they for some reason moved the ad break to run AFTER the trophy had been presented. I bet Activision got a big discount and are probabyl quite happy to have still reached a big audience, and saved a load of cash!
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