B2C Guerrilla CaseUbisoftLost TomahawkClient Personnel: Marcel KeijBohemia Personnel: Marco de Boer Kyra Roest Silvia Celiberti
SituationThe hit video game series Assassins Creed byUbisoft launched the third sequence. In AC3 thenew character is the half-blooded Native-American Connor. The worldwide launch isscheduled for October 31, 2012.
TargetCreate awareness of the new Assassin’s Creed.Target GroupFans of Ubisoft’s Assassin’s Creed Series andHit Buyers, gamers who buy the top 5 mostpopular games every year.
StrategyThe target group recognize even the mostindirect message about Assassin’s Creed III. It’seven that top-of-mind or in their blood that anabbreviation like AC3 or the name Connor isinstantly linked to the game and Ubisoft. Usingthis knowledge creates an underground campaignonly visible for the target group.
ConceptConnor has lost his tomahawk and is desperateto get it back. He has placed pamphlets all aroundthe city promising a great reward.HELP.Who’ve found my tomahawk?Tweet #AC3_ConnorGreat Reward.
Pamphletdistributed in 5 mayor citiesacross the Netherlands.
Pictures from Twitterover 60 people posted picturesof the pamphlet within 2 days.
ResultsThe weekend the pamphlet was posted in thestreets over 100 people used the hash tag#AC3_Connor to tell that they have seen thetomahawk poster. 60 of them were accompaniedby a picture to proof.These 109 tweets reached 33,408 followers inonly three days.
Be unique to stand out.For more information:Hugo Kalf firstname.lastname@example.orgKyra Roest email@example.comBohemia AmsterdamSint Pieterspoortsteeg 23a1012HM Amsterdam, Netherlands+31 20 42 33 555bohemiaamsterdam.com