Ubisoft launched its game franchise Watch_Dogs at the Electronic Entertainment Expo (E3) in June 2013. But with a store release date of March 2014, Publicis Montreal's challenge was to keep the game top of mind and drive pre-orders during the 10 months between launch and release. Our target audience of hardcore gamers were hard to impress. Digital natives, gaming across multiple platforms, marketing savvy, and cynical about the breast-beating around marketing launches, surprising them was going to be tough, maintaining their interest tougher. Ultimately, the only thing they want to do is play the game. This was our opportunity: what if, rather than just telling consumers about Watch_Dogs, we allowed them to experience the game in real life? The result was a mobile application, Watch_Dogs Live, around which we built a community that were kept challenged and engaged for the full 10 months leading up to game release. Watch_Dogs Live brought the game to life, putting consumers at the heart of the action. It allowed the brand to communicate with the audience via in-app push messages that included weekly challenges, live streams, and mission videos - offering the gamers the chance to move up the game leaderboard by pre-ordering the game.
Shortlisted Cannes Lions 2014 2 Gold Cassies 8 time Canadian Marketing Awards winner (including Grand Prix)
Outcomes / Stats
Best-selling new title in Ubisoft Canada's history.
Pre-sales were five times the industry norm for a new franchise.
Over 200,000 App downloads - double the original objective.