LOVEFiLM.com, Europe's largest online DVD & games rental service and entertainment website, has strengthened its links within the games industry through partnership with international games publisher Activision Blizzard.

Celebrating the release of Call of Duty: World at War (released 14th November), the partnership will see LOVEFiLM launch an exclusively tailored marketing drive for this highly anticipated title.

For the first time ever for a games publisher, the title will benefit from a LOVEFiLM site takeover on the day of release, bringing the homepage to life with character art and branding. The multi-faceted campaign continues with the distribution of 200,000 branded LOVEFiLM rental envelopes delivered directly into customer's homes, with additional promotion through targeted advertising across the LOVEFiLM site.

LOVEFiLM will also launch a bespoke micro-site for the game, designed to provide fans and would-be players with further information about the title to enthuse both rental and purchase. Showcasing all elements of the game, including trailers and screenshots, an example can be seen at www.lovefilm.com/micro/world at war.html.