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Activision Taps StreetWise to Support Online Community for Call of Duty 4®: Modern Warfare™ Enthusiasts
Company: Activision
Date: 05 Nov 2007
LOS ANGELES, Nov 5, 2007 – StreetWise Concepts and Culture, a social marketing agency specializing in the youth market, and Activision, Inc. today announced the success of Charlie Oscar Delta (www.charlieoscardelta.com), the Call of Duty 4®: Modern Warfare™ online community for Call of Duty® enthusiasts. Charlie Oscar Delta was built by StreetWise as an online destination for fans to gain exclusive beta access, socialize with gamers and be among the first to view exclusive content.
The creative minds at StreetWise built for Activision a community with user-generated content, a member rewards system with points, rankings and prizes, blogs, new social-networking features and in-depth analytics and reporting. The Charlie Oscar Delta site provided community members with exclusive access to perk videos, behind-the-scenes vignettes and new trailers. Members also were given a unique lifeline to the team, serving as a targeted sounding-board for beta tests, new promotions and concepts.
“Developing even stronger bonds with such a large group of key influencers has been instrumental,†said Will Kassoy, senior vice president of global brand management, Activision, Inc. “StreetWise has the experience in harnessing the youth culture and was an ideal partner for us to build an interactive, robust community that enabled us to quickly see what the community was buzzing about, what content/concepts they liked best and what they enjoyed most.â€
Charlie Oscar Delta community members also benefitted from the pride in knowing that their input helped shape the final version of the game through their surveyed feedback on the Call of Duty 4: Modern Warfare multiplayer beta and through their opinions expressed in comments and on the message boards. Activision’s collaboration with the community extended from product development to the final packaging design.
“We see more and more clients looking to compliment their impression-based marketing activities by directly engaging consumers in the marketing process,†said Ryan Okum, president of StreetWise Concepts and Culture. “Companies like Activision that engage in conversations with their audiences online and have a willingness to learn from their customers, for blockbusters such as Call of Duty 4: Modern Warfare, are more likely to be the ones that succeed.â€
In addition to the exclusive content, StreetWise implemented a private messaging and social-networking component. A particularly popular element to the social-networking module of Charlie Oscar Delta is the concept of the “clan,†an online based social group organized for mutual training and team play within the game world.
Call of Duty 4: Modern Warfare for Xbox 360™, Windows® PC and PLAYSTATION®3 computer entertainment system will begin deployment on Tuesday, November 6, 2007 and has been rated “M†for Mature by the ESRB for Intense Violence, Strong Language, Blood and Gore. The game will also be available for and Nintendo DS™ and has been rated “T†for Teen by the ESRB for Teen for Blood and Violence.
About Activision, Inc.
Headquartered in Santa Monica, California, Activision, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products. Founded in 1979, Activision posted net revenues of $1.5 billion for the fiscal year ended March 31, 2007.
Activision maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Ireland, Italy, Sweden, Spain, the Netherlands, Australia, Japan and South Korea. More information about Activision and its products can be found on the company's World Wide Web site, which is located at www.activision.com.
About StreetWise
StreetWise Concepts and Culture is a leading social-marketing agency specializing in the youth market. With more than a decade of experience, StreetWise bridges the gap between brands and youth culture. The company provides an authentic community where youth-relevant brands engage in a two-way dialogue with consumers and receive real, credible insight from a loyal, brand-building community keen to voice its opinions. The creative minds at StreetWise also deliver a number of custom interactive marketing services, which include website design, building and management of online communities with user-generated content, widgets, word-of-mouth programs and in-depth client reporting. StreetWise, based in Los Angeles, is a private company founded in 1997 by David Benveniste (Beno).
For more information go to www.StreetWise.com
Activision and Call of Duty are registered trademarks and Modern Warfare is a trademark of Activision Publishing, Inc. All rights reserved. "PlayStation", "PLAYSTATION" and "PS" Family logo are registered trademarks of Sony Computer Entertainment Inc. Xbox 360, Xbox LIVE, and Windows are either registered trademarks or trademarks of Microsoft Corporation. Nintendo and Nintendo DS are trademarks of Nintendo. The ratings icon is a registered trademark of the Entertainment Software Association. All other trademarks and trade names are the properties of their respective owners.
The creative minds at StreetWise built for Activision a community with user-generated content, a member rewards system with points, rankings and prizes, blogs, new social-networking features and in-depth analytics and reporting. The Charlie Oscar Delta site provided community members with exclusive access to perk videos, behind-the-scenes vignettes and new trailers. Members also were given a unique lifeline to the team, serving as a targeted sounding-board for beta tests, new promotions and concepts.
“Developing even stronger bonds with such a large group of key influencers has been instrumental,†said Will Kassoy, senior vice president of global brand management, Activision, Inc. “StreetWise has the experience in harnessing the youth culture and was an ideal partner for us to build an interactive, robust community that enabled us to quickly see what the community was buzzing about, what content/concepts they liked best and what they enjoyed most.â€
Charlie Oscar Delta community members also benefitted from the pride in knowing that their input helped shape the final version of the game through their surveyed feedback on the Call of Duty 4: Modern Warfare multiplayer beta and through their opinions expressed in comments and on the message boards. Activision’s collaboration with the community extended from product development to the final packaging design.
“We see more and more clients looking to compliment their impression-based marketing activities by directly engaging consumers in the marketing process,†said Ryan Okum, president of StreetWise Concepts and Culture. “Companies like Activision that engage in conversations with their audiences online and have a willingness to learn from their customers, for blockbusters such as Call of Duty 4: Modern Warfare, are more likely to be the ones that succeed.â€
In addition to the exclusive content, StreetWise implemented a private messaging and social-networking component. A particularly popular element to the social-networking module of Charlie Oscar Delta is the concept of the “clan,†an online based social group organized for mutual training and team play within the game world.
Call of Duty 4: Modern Warfare for Xbox 360™, Windows® PC and PLAYSTATION®3 computer entertainment system will begin deployment on Tuesday, November 6, 2007 and has been rated “M†for Mature by the ESRB for Intense Violence, Strong Language, Blood and Gore. The game will also be available for and Nintendo DS™ and has been rated “T†for Teen by the ESRB for Teen for Blood and Violence.
About Activision, Inc.
Headquartered in Santa Monica, California, Activision, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products. Founded in 1979, Activision posted net revenues of $1.5 billion for the fiscal year ended March 31, 2007.
Activision maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Ireland, Italy, Sweden, Spain, the Netherlands, Australia, Japan and South Korea. More information about Activision and its products can be found on the company's World Wide Web site, which is located at www.activision.com.
About StreetWise
StreetWise Concepts and Culture is a leading social-marketing agency specializing in the youth market. With more than a decade of experience, StreetWise bridges the gap between brands and youth culture. The company provides an authentic community where youth-relevant brands engage in a two-way dialogue with consumers and receive real, credible insight from a loyal, brand-building community keen to voice its opinions. The creative minds at StreetWise also deliver a number of custom interactive marketing services, which include website design, building and management of online communities with user-generated content, widgets, word-of-mouth programs and in-depth client reporting. StreetWise, based in Los Angeles, is a private company founded in 1997 by David Benveniste (Beno).
For more information go to www.StreetWise.com
Activision and Call of Duty are registered trademarks and Modern Warfare is a trademark of Activision Publishing, Inc. All rights reserved. "PlayStation", "PLAYSTATION" and "PS" Family logo are registered trademarks of Sony Computer Entertainment Inc. Xbox 360, Xbox LIVE, and Windows are either registered trademarks or trademarks of Microsoft Corporation. Nintendo and Nintendo DS are trademarks of Nintendo. The ratings icon is a registered trademark of the Entertainment Software Association. All other trademarks and trade names are the properties of their respective owners.
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Game: Call of Duty 4: Modern Warfare (PC)
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Game: Call of Duty 4: Modern Warfare (PC)
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