|Inside Activision’s ‘Call of Duty’ Marketing Playbook
Video game franchise “Call of Duty” is a moneymaker that has brought in at least $15 billion in revenue for its parent company Activision Blizzard since 2003. It is also a marketing machine that has featured celebrities like Kevin Spacey and Michael B. Jordan, and won awards at Cannes Lions.
Keeping the campaign fresh each year is no easy task. Todd Harvey, svp of global consumer marketing for Activision, said the basis of the company’s strategy is to always pay attention to what CoD fans want.
“We are probably communicating with fans every day, and our marketing campaign gets broader and broader,” said Harvey. “For each campaign, we are very focused on the narrative of the game and what is new every year.”
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This article was published on Digiday.com. A full link to the original piece is after the story.
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