Call of Duty is the biggest video game franchise: the latest instalment "Call of Duty: Modern Warfare 3" broke the global sales record for a video game, grossing $775m in its first five days on sale. Every year Activision builds up an impressive marketing campaign, starting months before the launch, relying heavily on fan anticipation and buzz. This year to promote the game in Sweden, Activision teamed up with JCDecaux Innovate, adding a "flag" on the plate with a call to see into the mounted telescopic sight. In it, a digital trailer for the game could be seen. At the end consumers were asked to scan the QR Code on the poster in order to win a game console.