Period: May 2013 – March 2016
Client: Ubisoft – The Division
Subject: Event Marketing
This longstanding client, Ubisoft, asked us to create some promotional pieces to help launch a new top secret game at E3 in Los Angeles, June 2013. The brief was almost as mysterious as the new game and we didn’t even know its actual title at that time.
Our Task Was
To help with Ubisoft’s event marketing by creating promotional goods for a new video game launch. We had info on the overall brand, its modern-day setting, location and the fact that the storyline revolved around a weaponised virus being released in the boroughs of New York which implemented the Directive 51 protocol. We do love a challenge though!
What We’ve Done
Event marketing for video games can be very creative indeed as we’re often selling an idea or a story. So, for research looked into how governments deal with pandemics, their strategies and communication methods. Plus, how viruses can spread in densely populated urban areas and the effect on the infected population.
This lead to some interesting ideas around creating a promotion leaflet written as if it were official advice from a government agency but tailored to the specifics of this video game.
- Event Marketing
- Promotional Leaflet
- Animated Videos
- Motion Graphics
The natural result of this research was to create a ‘US-Government’ bio-hazard warning leaflet, which would be given away free to fans at the show and help start to immerse them in the world of The Division. Plus, another free giveaway, a poster showing a map of Brooklyn’s transport network subtly hinting at a viral path through a host body.
This lead on to a later collaboration with Ubisoft at E3 2015 to create a series of animated videos that were displayed on screens around their event booth, showing fans how to play the demo of the game that they were patiently in line for. These too proved successful and Ubisoft’s internal development team went on to implement them, now using the in game graphics, for the open Beta test in February 2016, a few weeks before the game’s launch.