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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.

The stunt drew criticism from some users.

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.

Was the stunt an irresponsible use of social media or a unique, engaging social media event? Let us know in the comment section below.

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