ACTIVISION MWIII

Activision deployed multiple UMG artists to launch COD MWIII to generate hype via three music activations, across three major markets.

OBJECTIVE:
Amplify the launch of Call of Duty Modern Warfare III with a high-impact music activation that resonated across gaming and music cultures.

RESULT:
Activision deployed three immersive music activations in key global markets, leveraging UMG artists and gaming influencers. Fans completed in-game missions to unlock real-world concert experiences in settings inspired by MWIII maps, fusing nostalgia with innovation. The campaign generated the highest engagement of any Modern Warfare launch to date.