Every gamer has considered calling in sick when a long-awaited title drops. For the launch of Modern Warfare III, we made that temptation official. We introduced the Sick Day Grant, giving dedicated fans the chance to skip work and go incognito on release day.

To qualify, they had to prove themselves worthy by completing three Call of Duty-inspired missions. The campaign rolled out across gaming profiles, social media, and traditional media.

The result? 18 million in reach, 800+ participating Swedes, and plenty of bosses left wondering why productivity suddenly dropped on launch day.