Assassins Creed Launch Event

Influencer Live Event Broadcast

4.2M Exposure

Live Event Broadcast Content Reach

189.7K Viewers

Total Audience Logged On For Live Stream

859.3K On Demand

Within 7 days of event

1.3M Social

Direct Social Reach

73% Purchase

Viewers That Purchased

91% Rated VG+

Rated The Premiere VG or Excellent

The campaign was referred to as:
“The new benchmark for launching a game.”

Assassin’s Creed – Global Game Director

Our challenge was to turbocharge pre-orders, sales and earn a standout share of voice during a time where four other AAA titles were launching.

Due to the saturation of the industry at the time, we needed to guarantee that Assassin’s Creed Syndicate was the main title being talked about at the product launch. We had to engage all super fans with the title and provide a first-to-play dynamic. Targeting the UK primarily but engaging all countries around the world with content, our mission was to increase pre-orders and drive sales in the first week of the product launch of the title.

The Detail

TED created a deeply immersive and theatrical brand experience that recreated the world of Assassin’s Creed Syndicate. It was designed to engage and entertain AC fans and influencers a week before the product launch, generating maximum hype, brand awareness, and share of voice for the title. Within the 8-hour curated live event, TED produced an hour-long live stream that moved through the experience.

Interviews with key game characters and their designers were broadcast worldwide in partnership with IGN and all Ubisoft social channels. The live event itself invited the top social influencers from the gaming world to play the game, and take part in the evening’s interactive elements. All characters from the game were played by actors who remained in character all evening, and attendees were encouraged to dress in cosplay which, together with the setting of an old Victorian Tannery in London Bridge, ensured the world we created authentically represented Victorian London from the game.

To increase engagement and interactivity, attendees could spend special Assassin’s Pounds as currency. They could choose from a range of activities, including betting on bare-knuckle boxing, taking part in weapons training, buying personalised merchandise or buying drinks at the bar. The campaign was referred to as ‘the new benchmark for launching a game’ by the Global Game Director of Assassin’s Creed.

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