The challenge was to raise awareness of the game and give gamers a reason to believe that the Call of Duty franchise’s move from a World War II game to the arena of Modern Warfare was going to make the game even more exciting. Research showed that gamers nearly always consulted a trusted source before buying a game. We decided to create fanboy videos with a creative twist.

Who better to endorse Call of Duty 4: Modern Warfare than the experts - war hungry world leaders? A viral video review of the game was “created” by Libyan strongman Muammar Qaddafi, who, being a mercurial, capricious dictator, loved some aspects of the game and found parts of it unlikable. The video was seeded in gamer sites and forums where it quickly spread across the internet. The result? Call of Duty 4: Modern Warfare became the #1 selling Game of the Year with over 9 million units sold.