Problem
As part of the Canadian launch of Watch Dogs 2, Ubisoft wanted to build buzz among Canadian gamers, ahead of the game's launch in November 2016. Traditional forms of digital advertising has continued to decrease in effectiveness among millennials, which posed a challenge for Ubisoft’s ambitious awareness campaign goals.
Solution
In keeping with the theme of Watch Dogs 2, we created a co-branded content series called User Profiled. The 2 part content series sought to bring digital surveillance issues to light within in a Canadian context and also raise awareness for the game through brand message at the beginning of each episode. The content ran on VICE and Ubisoft social channels in the month leading up to the game’s release, building a timely and relevant conversation online. Both episodes were also placed on VICE.com and driven to via targeted display media that ran across VICE’s owned platforms.
Results
- +7,300,000 social impressions and 1,500,000 video views between the two episodes.
- Social engagement rate of 2.5%
- Due positive response/performance in Canada, Ubisoft ran the series as part of its local marketing launch plans in 10 additional countries.