Activision wanted to introduce Black Ops II as the biggest entertainment launch ever.
The campaign launch began with a cyber take over on CallofDuty.com. The cyber take over would leak information about the game as the week progressed.
Every day new information would be leaked ranging from videos on new weaponry to sounds bites to actual shots of game footage. The leak would occur sporadically on any given time during the day. The teaser ended with a world reveal of Black OPs II–a site dedicated to the new release.The site was a conduit for content that would lead our users to rich engagements.