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Modern Warfare 3 Launch

GAME’s flagship store on Oxford Street hosted a spectacular midnight launch, offering fans a chance to get hold of official Call of Duty merchandise. If that wasn’t enough, customers also had the chance to win fantastic prizes, including a TV from the latest Samsung range, which complemented all the action from the latest Modern Warfare installment and was given away to one lucky customer on the night.

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Skyline Whitespace were briefed to create the midnight launch in-store event. We branded out the store with MW3 logos and imagery including a sandbag entrance with signing area and green screen area. All product gondolas were branded with graphic panels and massive fabric graphics covered the walls. The entire entire exterior windows and signage was re-branded with MW3 imagery and even the pink game store logo was rebranded in an MW3 style! Exterior spotlights, logo gobos and pyrotechnics on the roof of the Oxford street store created the grand finale with abseiling soldiers delivering the game at 11.30 into store ready for sales to begin at midnight.

Fans ‘on duty’ were also treated to a special delivery of the new release in a style never seen before at GAME! Furthermore, once ‘at base,’ gamers were also be able to capture the moment as they stood shoulder to shoulder with some of the Modern Warfare 3 developers inside the GAME Oxford Street store. Via a green screen, fans were digitally placed into key art from the game, an exclusiveCall of Duty keepsake just for GAME customers.

Neil Ashurst

Head of UK PR

GAME

"With this year’s Modern Warfare installment being bigger and better than ever before, we wanted to give our customers the most exciting midnight launch possible. With 574 GAME and gamestation stores opening at midnight for the launch of the biggest title of the year,we’ve drafted in our troops for the UK launch of the game giving our customers the chance to get their hands on the game as soon as it hits the shelves."