Acti – Modern Warfare 2 to be “biggest entertainment launch ever”

Friday, 19 June 2009 09:46 GMT By Patrick Garratt

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By retaining global ad agency TBWA/Chiat/Day, Activision reckons Modern Warfare 2′s release can be the “biggest entertainment launch of all time.”

“We believe the idea that TBWA presented to us delivers on that goal,” said Activision chief creative officer Brad Jakeman.

“What we liked most about the TBWA campaign is that it’s an idea that’s big enough to be articulated in lots of different kind of media… that is always the acid test for a great idea.”

For the record, GTA IV’s launch on April 29, 2008, saw 3.6 million units of the PlayStation 3 and Xbox 360 title generate $310 million in global sales in 24 hours. Let’s hope those ads are good ads.

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