Assassin’s Creed Brotherhood CampaignCase Study

v2

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

v3

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.

v4

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.

v5

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

v6

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

v7

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

v8

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

v9

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

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