Direct social reach
Viewers that purchased
91% Rated VG+
Rated the Premiere ‘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.
With four other AAA titles launching at the same time, we were briefed to ensure that Assassin’s Creed Syndicate had maximum share of voice at launch. Our ticket only event was designed to excite all super fans by providing a first-to-play dynamic at the secret cinema style immersive event. Targeting the UK primarily but engaging all countries around the world with content, our mission was to create noise to increase pre-orders and drive sales in the first week of the product launch of the title.
We created a deeply immersive and theatrical brand experience that recreated the world of Assassin’s Creed Syndicate live for fans to enjoy. 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, we 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 attracted 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. We chose to set the event in an old Victorian Tannery in London Bridge, to authentically represent Victorian London – the period 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.