DLC goes mainstream with £1m MW2 push

Activision put a mammoth marketing campaign behind the launch of Modern Warfare 2 DLC.

1m is being spent to promote the downloadable Stimulus Package, which adds a host of new multiplayer maps to the world’s fastest-selling game.

The publisher has made the investment to spearhead a marketing campaign that targets the game’s worldwide audience of 25m players.

This includes extensive online marketing and a TV advert, both of which are live now and will continue to run throughout Easter.

Activision’s marketing director for UK and Ireland David Tyler said: We are excited about the content of the Stimulus Package and our gamers are going to be blown away by the new maps.

Our partners are playing a crucial role in driving the Stimulus Package message out to consumers through their in-store activation.

Retailers are fully on board to ensure they secure their share of the commercial opportunity that is being created. The key behind all of this as usual, is having great content.”

The Stimulus Package is available now on the Xbox 360 for 1200 Microsoft points, with PS3 and PC versions to follow later in the year.