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Call of Duty: Modern Warfare 3 Elite Edition

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CALL OF DUTY MODERN WARFARE 3 ELITE EDITION

“You all were a tremendous production partner to us on last year’s Call of Duty work, and I would love nothing more than for DOJO and Illusion Factory to continue the relationship”
Yesmeen El-Shafey | DOJO

Campaign Details:

Client: Dojo / MediaMind / Activision
Format: Flash Media Banners, Coordinated Banners
Date: DECEMBER 2011

The Intel:
The Illusion Factory collaborated with DOJO and MediaMind to program the entire online media campaign for Call of Duty: Modern Warfare 3 Elite Version. While a free version is available, the subscription based portion of Elite includes exclusive premium features such as monthly downloadable content, daily competitions with virtual and real life prizes, the ability to level up players’ clan, pro analysis and strategies, Elite TV, and more.

The Mission:
• Drive viewers to purchase the Elite Edition
• Generate additional awareness and excitement about the COD franchise
• Collect ongoing data about their user base

The Coup:
The Illusion Factory produced 60 ads over a period of 30 days for distribution into hundreds of interactive media destinations.

The Eventuality:
Call of Duty: Modern Warfare III broke all entertainment industry sales records by achieving $1 Billion in sales in 16 days, which beat the previous record holder, Avatar, by a full day. The Elite version of Call of Duty: Modern Warfare III was enthusiastically received and utilized by fans worldwide as this record setting franchise continues to find and regularly appeal to its audience. There are currently 12 million players who have signed up for the service, 4 million of which are premium paid members.

Munitions:
• Flash Banners

Call of Duty: Modern Warfare 3 Elite Edition Call of Duty: Modern Warfare 3 Elite Edition Call of Duty: Modern Warfare 3 Elite Edition Call of Duty: Modern Warfare 3 Elite Edition Call of Duty: Modern Warfare 3 Elite Edition Call of Duty: Modern Warfare 3 Elite Edition

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Call of Duty: Modern Warfare 3 Elite Edition Rich Media Ads

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