Assassins Creed
For the first time in the history of the franchise, Ubisoft's Assassin's Creed had the opportunity to be a top ten most sold console games of the year, resulting in an ambitious goal:
Deliver more pre-orders and day one sales than any previous game sold at Ubisoft to-date.
Assassin's Creed III was the fourth most sold video game of the year and our campaigns won a range of digital marketing awards including the 2013 GMA Gold Most Effective Buzz Generating Tactic: Assassin's Creed YouTube Influencer Campaign, Shorty Awards Best Social Media Campaign for Gaming and a SXSW Interactive Awards Finalists Motion Graphics: Assassin’s Creed III Interactive Trailer.
This multi-phased campaign included ten digital campaign stunts, over nine months, with the most noteworthy included here.
Audience Strategy I Creative Strategy I Go-To-Market I Social & Influencer I Content Strategy I Cross-functional Leadership I Performance Analysis
Interactive Trailer
We developed a first-of-its kind interactive trailer, designed to blend a gameplay trailer with a consumer demo for a highly engaging online experience. The results include an average time spent of 6.5 minutes on 330k views week one. The interactive trailer was our most engaging online experience of the campaign.
YouTube Influencers
To expand the Assassin’s Creed III audience beyond the established franchise fan base and break long standing assumptions among gamers who may have passed on the franchise in the past, we collaborated with five top YouTube Influencer talent to create culturally relevant content that can redefine our brand for a new audience.
The results exceeded expectations by generating a collective 8MM video views, which is 1MM more views than projected. The Assassin's Creed trailer, promoted on the end cards resulted in an 8-10% click-through-rate. And all videos were covered by gamer press and game enthusiast channels. At the time of ACIII, Ubisoft was considered the leading video game publisher for YouTube influencer marketing.