Will cost a couple of hundred million dollars, at least
When the two titans of the FPS was lock horns this fall, the advertising campaign that will support the launch of both titles is expected to cost a couple of hundred of million dollars each, according to Electronic Arts CEO John Riccitiello.
During the Ad Age Digital Conference, Riccitiello said “Battlefield 3 is designed to take COD down.” Of course, Battlefield 3 got the jump on Activision and the next COD title by doing its official reveal at GDC and continuing to keep the information trickling out and the momentum high.
While Activision has yet to officially announce its plans for the next COD title, as we have told you previously in our coverage, we expect that announcement to come toward the end of April. The projection is that the advertising support for the next COD title to be in this range isn’t unexpected, as it cost nearly this much last time around.
The amount of promotion should raise awareness for both titles, but the epic slugfest between the two titles this November will likely be dissimilar to what we have seen before. Sources tell us that we should expect creative promotions of both titles, with both companies trying a variety of new strategies to reach buyers before the titles launch.