Call of Duty livetweets fake Singapore terror attack in PR fail
The Call of Duty franchise has been releasing new entries thick and fast for just over a decade, upping the ante on marketers to attract consumers to its titles in the crowded first-person shooter game category.
The latest attempt from owner Activision to generate buzz before Call of Duty: Black Ops 3's 6 November release saw the brand rename its @CallOfDuty Twitter account as news site ‘Current Events Aggregator’ to spread panic with tweets documenting a Singapore terror attack.
Emulating the style of a news wire, the PR stunt tweeted realistic newscasts to its 2.8m followers before announcing the attack.
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
The cause of the explosion is unknown, but large plumes of dark smoke have been seen rising from the site. pic.twitter.com/dsJZ6hti7Y
— Call of Duty (@CallofDuty) September 29, 2015
City Authorities urge the public not to panic, and to not hinder the emergency teams that are converging on the area.
— 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
Authorities have implemented a no-fly order in response to the apparent crash of relief VTOLs heading to the scene of the explosion.
— Call of Duty (@CallofDuty) September 29, 2015
Reports are starting to emerge of roadblocks on major thoroughfares, turning back traffic from the scene of the apparent accident.
— Call of Duty (@CallofDuty) September 29, 2015
UPDATE: Singapore Authorities have officially announced a state of emergency and declared martial law.
— Call of Duty (@CallofDuty) September 29, 2015
Drones have been spotted over an area approx. 30 square miles in size, broadcasting messages advising people to stay in their homes.
— Call of Duty (@CallofDuty) September 29, 2015
UPDATE: Military drones have been seen flocking around, and in some cases shooting down civilian drones violating the no-fly order.
— Call of Duty (@CallofDuty) September 29, 2015
Pictures from one of these drones show the Coalescence Corporation complex, where clouds of smoke continue to rise. pic.twitter.com/U6mUNYwDjn
— 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 stunt drew criticism from some users.
haha dude i love false reports of international terrorism @CallofDuty
— rockcock64 (@rockcock64) September 30, 2015
@CallofDuty This method of advertising is actually kinda sick. I know people in Singapore.
— Daniel Geaslen (@Av8orGamer) September 29, 2015
@CallofDuty Feel sorry for people living in Singapore who think this is real
— Revitalize (@Revitalize) September 29, 2015
This @CallofDuty Twitter stunt is so bad. So irresponsible.
— Mark Lawson (@Born2beSlicker) September 29, 2015
Several hours after dust settled on the final tweets from the stunt, the following tweet was sent to confirm the news story was a work of fiction to promote its upcoming sequel.
This was a glimpse into the future fiction of #BlackOps3.
— Call of Duty (@CallofDuty) September 29, 2015
Was the stunt an irresponsible use of social media or a unique, engaging social media event? Let us know in the comment section below.