Last week the official Call of Duty Twitter account decided to run a simple marketing campaign for their upcoming game, Black Ops 3. The campaign was not received well, however, and now someone has reached out from Treyarch to apologize for the events.
Last Tuesday the official Call of Duty account was renamed to “Current Events Aggregate”. Shortly after the name change the account began to tweet out articles on fashion, movies, and “breaking news” about a terrorist attack in Singapore. You can check out the tweets below, however, the name has since been changed over to reflect the official account once more.
BREAKING NEWS: Unconfirmed reports are coming in of an explosion on the North bank of the Singapore Marina.— Call of Duty (@CallofDuty) September 29, 2015
UPDATE: Sources confirm explosion took place at Singapore Research Laboratories belonging to Coalescence Corporation pic.twitter.com/UyW9Ph8XA4— Call of Duty (@CallofDuty) September 29, 2015
Shots have been fired at the newly established blockades as citizens attempt to flee the new "Quarantine Zone." pic.twitter.com/7kvZLGDtwB— Call of Duty (@CallofDuty) September 29, 2015
The news tweets ended around 2:30 that day, however, it wasn’t until several hours later that a tweet was sent out clarifying the situation.
This was a glimpse into the future fiction of #BlackOps3.— Call of Duty (@CallofDuty) September 29, 2015
No matter how clear they thought it was though, the internet and several news sites found the mini-campaign to be in poor taste, and recently Treyarch’s Jason Blundell reached out to IGN to apologize for the event.
“Here’s my view – and again, I’m a simple director and not involved in the marketing at all," he began by stressing. "However, it was absolutely not done for any kind of attention in any way. It was not done maliciously, or as any kind of scare tactic. I personally am very sorry for anyone who looked at it and got the wrong idea because it genuinely wasn’t meant that way.
"It was done on our channel, and it was to talk about the fiction of the world. I think we were as shocked as everybody else when it started blowing up, because essentially we were teeing up ready for a story beat. So again, very sorry for anyone who took it that way. It wasn’t meant that way at all – it was supposed to just be getting ready for a campaign element."
While it might not have been meant that way, the campaign could have had tougher fallout. We suppose the good news here is that it didn’t.
Josh Hawkins posted a new article, Treyarch and Activision Apologize for Fake Reports of Terrorism on Official Call of Duty Twitter
Who the hell in activision's marketing dept thought this was a good idea? do any of them watch the news? or are aware of the world as it is right now?
they need to be fired.
I am usually not in favor of firing people for singular business mistakes, but jesus christ this one is an exception
That... is hilarious
Holy shit this has got to be one of the most idiotic displays of social media marketing I have ever seen. Who fucking greenlit that idea?? Jesus christ!