integrated marketing communication brand news: call of duty black ops ii
Post on 01-Jul-2015
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WHAT IS CALL OF DUTY?
• First Person Shooter Video Game
• Top FPS game among players
HISTORY OF CALL OF DUTY
• Launched in 2003 under Activision for PC
• 10 official games: 1 game released every year
• First game was released by Infinity Ward
• Infinity Ward and Treyarch switch development from
year to year
• Latest game – Call of Duty: Ghosts released
November 5, 2013
DEMOGRAPHIC
• Males, ages 13-40
STP STRATEGY
• Segmentation: Male gamers
• Target: Lifestyle – Gamer culture, ages 13-32
• Positioning: Differentiation from FPS
competitors: Battlefield, Medal of Honor, Halo
STRENGTHS
• Goodwill: Call of Duty Endowment Fund
• High output of games
• Timelines create anticipation
• Brand loyalty
• Vivid imagery and creative storylines
• Available on multiple gaming systems
WEAKNESSES
• High output of games can cause market flooding
• Activision decided not to release Black Ops II for
Nintendo Wii; released for Wii U
• New games released in proximity of top competitors’
release dates
OPPORTUNITIES• New gaming consoles being released
• Collaboration with celebrities, screenwriters, and musicians:
Sam Worthington
Michael Keaton
Michelle Rodriguez
Jimmy Kimmel
Hans Zimmer
Avenged Sevenfold
THREATS• Critics of Call of Duty: becoming stale and redundant
• Controversy regarding the correlation of gun violence and video
games
• Competitors: Battlefield, Halo, Medal of Honor
• New gaming consoles being released - Call of Duty: Ghosts
was released 10 days before Playstation 4
IMC PLANS AND TACTICS
• The American rock/metal band, Avenged Sevenfold’s
hit songs, Carry On and Shepherd of Fire
• Live Action trailers featuring movie stars and
YouTube sensations
• "Surprise" - Official Call of Duty: Black Ops 2 Live-
Action Trailer
• Teamed up with Bad Robot Productions: Action
Movie: an application for smart phones
IMPLICATIONS
• Amazon.com: 4 out of 10 bestselling videogames of
all time are Call of Duty games; out of the top 5, Call
of Duty takes 4 places
• Black Ops II made $500 million the first day of
release, $1 billion within 15 days; surpassed Modern
Warfare 3
• Call of Duty: Ghosts – not as successful, but still
surpassing competitors
• #1 in the Top 20 Selling Video Games of 2012
THANK YOU!
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