An epic-authentic-blockbuster brand experience that literally brought Call of Duty: Modern Warfare 3 to life for the press, triggering contagious excitement that translated into amazing coverage. This event single handedly made Activision’s newest title, CoD: Modern Warfare 3 (MW3), the most successful entertainment launch ever – exceeding the results of CoD: Black Ops while paying homage to the overall CoD franchise.


  • Grand-Ex Award
  • Cannes Lion: Branded Content and Entertainment
  • (3) Ex-Awards
  • (5) Reggie Awards
  • Effie Award: Brand Experience
  • (5) PROMAXBDA Marketing Awards
Over 500,000 square feet of raw space transformed.
Fans get a chance to play paintball in a life-size version of the Scrapyard level.
Over 20 custom-designed VIP hospitality and media spaces.
Global Million Dollar Tournament.

Call of Duty XP was like Disneyland for Gamers with some X Games, real Navy SEALs and Hollywood talent thrown in.


Exclusively curated Call of Duty armory.
Optic Gaming celebrates winning the Million Dollar Tournament.
World-renowned musical artists performing.
The winner of the Grand Ex for Activision's XP continues to be en fuego with some of the most relevant, strategic, creative, and perfectly deployed work.

Event Marketer "It List"