Beyond the Call of Duty

Idea

American video game publisher Activision planned a stunt to promote the release of its new Call of Duty game. The upcoming release is set in Singapore and so the makers used its social media channels to tell the story of a mock ‘terrorist attack’ in the city. The publicity-seeking scenario raised alarm rather than interest and was branded as dangerous by a number of high profile influencers

What We Like

A location specific launch is a strong idea even if this stunt was highly misguided

Learnings

There’s a fine line between provocative and dangerous – risk assess every part of your PR activity