Call of Duty: Black Ops 2 will have one of the most ambitious advertising campaigns in the history of the gaming industry. It started with a video on YouTube channel FPS RUSSIA that got five million views, then was followed by a documentary video about the future of warfare and the first trailer debut during the NBA Playoffs.
“As Call of Duty moves to the near future, it’s critical that we first establish that this isn’t science fiction,” said Activision CMO Tim Ellis. “This game presents a plausible, credible near future which has been meticulously researched. We used the marketing to root the game’s near future setting in the authenticity for which the brand is known.”
“The FPS Russia video was the first step. Secondly, we needed to reinforce the fiction by leveraging our collaboration with respected experts Col. North and Peter Singer,” he added. “These steps were vital as we culminated in the payoff last night with the first gameplay trailer that demonstrates Treyarch’s new vision for Call of Duty.”
