After nine iterations, gamers thought they’d seen everything Call of Duty had to offer. So we positioned Call of Duty: Black Ops II as a game full of innovation, rewriting the game launch playbook with a six-month story of near-future warfare and weaponry. First, we put a future weapon in the hands of YouTube hero FPSRussia. Then we hijacked an NBA playoff game with a chilling, category-breaking documentary and finally created an app with Bad Robot to showcase future weapons.
Everything culminated in a global launch campaign featuringa surprising cast of gamer icons.