Secret Tournament

Call of Duty Modern Warfare II is a AAA title for Activision. To launch the game, we invited celebrities and influencers to ‘squad up’ and compete against each other in a secret cage tournament. Two teams, headed up by rapper and TV chef Big Zuu and YouTuber Chunkz, battled it out on the night in front of hundreds of media and content creators. The resulting films generated over a million organic views and hundreds of pieces of earned coverage, helping the game hit a record $1 billion in sales in just 10 days.