With the release of Assassin's Creed Unity - the seventh major installment in the series - Ubisoft turned to Good People to promote its first next-gen exclusive title in the franchise with a "next-gen" digital marketing platform.
We built a year-long campaign, from pre-announce to launch, and developed a multi-channel communication strategy to engage, educate and entertain fans while staying true to the brand DNA. Our approach was to activate existing core fans and use them to reach and influence a broader, more mainstream audience.
The French Revolution was the setting for Assassins Creed Unity and we aimed for nothing short of a revolutionary campaign.
To deliver on this incredible task, we knew that we had to cover all of the aspects that have made this game the most successful action/adventure franchise worldwide: a mesmerizing historical backdrop with an open-world full of epic adventures.
We created a multi-phase campaign, breaking down the timeline to release content in layers and consistently engaging the audience throughout the year. E3 was the first milestone. To kickoff the campaign, we drove pre-announce buzz by releasing an ordered series of visual assets leading up to the day of the event. For the day of E3, we held an all-day war room where we engaged the community and influencers alike with real-time responses and custome social assets. In one day, we generated over 15 million impressions and 7.8K engagements for the brand throughout social media.
Following up the event we released a series of interactive digital experiences on Assassin's Creed website to introduce the revamped gameplay mechanics and immerse gamers in the rich history and world of Assassins Creed Unity. To drive traffic to the experiences and increase our reach, we adapted the web experiences and created hundreds of social media assets tailored and optimized for Facebook, Instagram and Twitter. A total of eight interactive chapters and over 150 social assets were created and generated over 350K page views, 12 million impressions across social media and 250K engagements. Assassins Creed Unity had the highest pre-sale orders and sales figures of any game in the franchise, thanks in large part to the 'next-gen' marketing campaign led by Good People.
