Program Objective: Execute an epic launch party for the new Call of Duty Modern Warfare game in Union Square NYC.
Experiential Efforts: B-2-C, P.R Stunt, Buzz-WOMM, Sponsorship Activation
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Solution: For the most highly anticipated video game release, Call of Duty Modern Warfare, Turtle Transit helped transform a tented structure into an urban war zone for a celebrity release party Activision held in Union Square, NYC. The structure was finished with metal walls with glass windows and vinyl accents to create the look of a military bunker. The tent was decorated with camouflage, military netting, and monitors looping the launch trailer. A custom pipe scaffolding structure was the entrance inside the tent. Inside the tent, Microsoft installed 54 integrated multi-player Xbox 360 gaming kiosks with overhead HD video displays that mirrored that game for guests to watch. Celebrity DJ Jazzy Jeff and Questlove of the Roots, were spinning tracks close by a special VIP area that catered to celebrities like Nick Swisher, Jerry Hairston, Cole Hamels, Ice-T and James Gandolfini. Before the clock struck midnight, fans were offered the chance to attend the launch party and demo the game first-hand. The P.R stunt was one of the most highly publicized launch parties for a video game release.