"With us, it became a challenge of basically breaking it down to 'how do we engage the core first?'," explained Ant Farm executive creative director Rob Troy. "By the time you see the invasion on US soil, which was a secret for a long time, you definitely wanna go out there and kick some ass." For him, the marketing campaign was about slowly doling out aspects of the story while keeping fans in the dark about specifics, and resulted in a resounding success. We have to imagine landing commercial premieres during major sporting events likely helped out the sales as well, not to mention those MW2-branded energy drinks. Also, hey, blowing up castles is always a good way to advertise your product -- let's not kid ourselves, folks.
We've embedded the whole conversation for your viewing pleasure after the break.