GameStop: Call of Duty: Modern Warfare 2 | Case Study | GameStop | Clients

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GameStop: GameStop: Call of Duty: Modern Warfare 2

Challenge

In Fanscape's ongoing development and support of GameStop's Social Media strategy, Fanscape was charged with driving a high-quality word-of-mouth campaign around the Call of Duty: Modern Warfare 2 pre-order promotion, "Surprize Attack." Fanscape was brought on board to:

Activate the fan base
Educate the fan base about the unique pre-order opportunity
Prompt the fan base to visit the dedicated GameStop "Surprize Attack" site to learn more and pre-order the game

Execution

Using a variety of digital word-of-mouth tactics including blogger and microblogger outreach, influencer relations, as well as content distribution, incentives and promotions, Fanscape identified, located and connected concentrated with the right audience, ensuring they were educated about and properly incentivized to visit the GameStop presale site.

Results

High-quality, carefully targeted homepage placements as well as other key editorial placements directly reached nearly 2 million hyper-targeted consumers, resulting in positive consumer feedback and intent to pre-order with GameStop
GameStop's online awareness in association with the game was one and a half times that of Amazon, nearly three times that of Best Buy and nearly 16 times more than Toys R Us by campaign end
Fanscape efforts led to Modern Warfare 2 being the biggest pre-order and best selling title in GameStop history
Our social media execution helped Modern Warfare 2 become the biggest launch in the history of all entertainment properties

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