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Activision CEO on How 'Massive Leak' Changed the Launch of 'Modern Warfare III'

CEO Eric Hirshberg on How to Turn a Crisis Into an Opportunity

By Published on .

When snippets of "Call of Duty: Modern Warfare 3" leaked onto the web four months before the planned launch of the game, Activision execs went into crisis mode. But what they learned from it is how to live in a world where the fans, not the marketers, control the message, and "Modern Warfare 3" became one of the biggest entertainment launches in history.

Eric Hirshberg, former co-CEO and chief creative officer of Deutsch who became CEO of Activision a little over a year ago, talked to Creativity and Ad Age 's Creativity and Technology event at CES in Vegas last week about how what seemed like a PR crisis turned into an opportunity.

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