Post on 19-May-2015
transcript
Assassin’s Creed Brotherhood CampaignCase Study
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Ubisoft GoalsLiving up to Assassin’s Creed 2
Achieve more pre-orders by launch compared to ac2 Rank amongst top 3 holiday titles of 2010 – again Increase media efficiencies to go bigger with less spend
≥2010 2009
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Assassin’s Creed Brotherhood LaunchBringing The Launch To Life Offline and Online
Our ObjectiveBreak Media was tasked with generating a high level of excitement and anticipation around the launch of Assassin’s Creed: Brotherhood.
Results A no-holds-barred celebrity bash made a huge splash offline, while high impact ad units and engaging online executions fueled the launch even further.
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Assassin’s Creed Brotherhood LaunchLaunch Party Event Overview
November 15, 2010 / Premiere Supper Club, Hollywood
The Scene Star –studded, exclusive World Launch Party where guests were able to enjoy the world of Assassin’s Creed Brotherhood, with the game running on various gaming systems displayed on large Panasonic monitors.
The Environment Premiere Supper Club was transformed into Medieval Rome with décor, Assassin’s Creed Brotherhood themed artwork, photos and logos strategically placed throughout the venue.
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Assassin’s Creed Brotherhood LaunchLaunch Party Event Highlights
540+ party attendees, including high profile celebrities like host Rob Corddry (Hot Tub Time Machine), Chris Mintze-Plasse (Superbad), Zachary Levi (Chuck), Lauren Storm (I Love You Beth Cooper), James Marsden (X-Men), Amy Smart (Scrubs) and many more!
Media coverage included segments by: E!, Access Hollywood, Us Magazine, People, inTouch Weekly, Extra, and many more!
Exclusive launch party coverage received over 100K videos view on Break.com
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Assassin’s Creed Brotherhood LaunchMedia Coverage Results
Outlet Headline DateAccessHollywood.com
The Latest Star Sightings 11/16/10
UsMagazine.com Hot Pics 11/16/10
X17Online.com Celebs Attend Assassin’s Creed Brotherhood Launch
11/17/10
EOnline.com Party Pics: Hollywood 11/18/10
ExtraTV.com Photo Gallery 11/19/10
StarMagazine.com Star Shots 11/19/10
InTouch Weekly The Hottest… PARTIES 12/6/10
People Magazine Caught In The Act! 12/6/10
TOTAL ESTIMATED IMPRESSIONS: Over 25 million in 2 weeks
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Almost 3MM total impressions on the Break.com Homepage the day of the game’s release, with nearly 60k trailer views
Online ExecutionsCustom Channel Homepage Takeover with Hi Res Video
Generated over 150K channel views and over 175K video views
Assassin’s Creed Brotherhood Launch
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Generated almost 1.5MM impressions among an engaged, targeted gaming audience
Online ExecutionsGame Trailers Channel Takeover Games Channel Takeover
Generated thousands of clicks
A Click Through Rate of 1.83%!
Assassin’s Creed Brotherhood Launch
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Ubisoft Results
Most preordered Ubisoft title of all time
#3 holiday release of the year
Online media campaign greatly exceeded ac2 benchmarks in terms of both reach and engagement
Ctr’s and interaction rates exceeded AC2 benchmarks by 3X
73% more impressions
5X higher click volume
0% increase in media spend >2010 2009
ACB Marketing Exceeded Expectations and Benchmarks Set by AC2
SOURCE: NPD Sales Data
Thank you.