Activision Internal Email Regarding Modern Warfare 3 Leaks

Unless you have been under a rock the last few days you will have noticed the massive coverage of MW3.  Before the the game was set to offically go public teaser trailers have been popping up all over the place on twitter, facebook and other gaming websites. The following email came from Activisions  Publishing CEO Eric Hirshberg to his employees regarding the recent leak of trailers and news etc.  The information first came to us from GiantBomb, looks however like Activision have turned what could have been an almighty PR fuck up to almost making it look on purpose.  Well played sirs.

Breaking news, MW3 will feature troops...WITH HEADS!

Hey gang. I wanted to reach out to you today and address the Call of Duty intellectual property leak that occurred last Friday. Of course, Activision takes very seriously any abuse of our intellectual property – the event is under investigation and we’re confident it will be resolved quickly.

What I want to tell you about is how we handled the event internally. We were lucky in that we were very close to our scheduled reveal date, and therefore, we had a number of assets that had not yet been released, but were ready to go.

When it came to light that we had suffered a significant security breach, it became clear that a leak of this size had the potential to throw our launch off of its schedule, or worse, blunt its momentum. As a company, we needed to look both backwards and forwards simultaneously. Of course we needed to immediately begin finding the source of the leak. But we also needed to deal with the fact that, like it or not, our launch had just begun.

Our leadership team and key members of the Call of Duty team met to discuss strategy. I, for one, was incredibly proud of the team’s performance in that critical meeting. Instead of panicking, we took the fire of interest that had been started by the leak, and poured gasoline on it. Through Facebook, YouTube and Twitter, we released our four teasers (which were not scheduled to launch for another week) onto the web. With equal agility, our worldwide sales organizations managed to put both the retail and .com presale programs and assets into launch mode in no-time flat. Everybody involved delivered under pressure.

The result? We had over 4.8 million hits on the various Call of Duty: Modern Warfare 3 teasers over those first 48 hours. To put that in perspective, Call of Duty: Modern Warfare 2 and Call of Duty: Black Ops had 61,000 and 89,000 hits, respectively, in their first two days. Pre-sales for MW3 are off to an amazing start. Perhaps, most importantly, we migrated the dialogue from one that was between our players and the leakers, to one between our players and us.

4.8 Million?!? Well slap my ass and call me Judy.  I for one am so excited about this title I am on the knife edge of passing out at any given moment.  Make sure you take a look at the most recent trailer posted here on Rebel gaming.  Looks totally epic in every sense of the word.

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Barrie Matthews

Head & Official PSN Writer - No one tells it like it is, like he does. Follow him on Twitter @Bazil81

2 thoughts on “Activision Internal Email Regarding Modern Warfare 3 Leaks

    • June 1, 2011 at 11:23 AM

      I didn’t even know it was leaked. I thought they were just releasing stuff. I suppose I’m not as excited for COD since every year is a new title.

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