Assassin’s Creed Brotherhood Campaign<br />Case Study<br />
Ubisoft Goals<br />Living up to Assassin’s Creed 2<br /><ul><li>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</li></ul>2010<br />2009<br />≥<br />
Assassin’s Creed Brotherhood Launch<br />Bringing The Launch To Life Offline and Online<br />Our Objective<br />Break Medi...
Assassin’s Creed Brotherhood Launch<br />Launch Party Event Overview<br />November 15, 2010   /   Premiere Supper Club, Ho...
Assassin’s Creed Brotherhood Launch<br />Launch Party Event Highlights<br /><ul><li>540+ party attendees, including high p...
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</li></li></ul><li>Assassin’s Creed Brotherhood...
Assassin’s Creed Brotherhood Launch<br />Online Executions<br />Custom Channel<br />Homepage Takeover with Hi Res Video<br...
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Assassin's Creed Brotherhood - Ubisoft / Break Media

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Assassin's Creed Brotherhood - Ubisoft / Break Media

  1. 1. Assassin’s Creed Brotherhood Campaign<br />Case Study<br />
  2. 2. Ubisoft Goals<br />Living up to Assassin’s Creed 2<br /><ul><li>Achieve more pre-orders by launch compared to ac2
  3. 3. Rank amongst top 3 holiday titles of 2010 – again
  4. 4. Increase media efficiencies to go bigger with less spend</li></ul>2010<br />2009<br />≥<br />
  5. 5. Assassin’s Creed Brotherhood Launch<br />Bringing The Launch To Life Offline and Online<br />Our Objective<br />Break Media was tasked with generating a high level of excitement and anticipation around the launch of Assassin’s Creed: Brotherhood.<br />Results <br />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. <br />
  6. 6. Assassin’s Creed Brotherhood Launch<br />Launch Party Event Overview<br />November 15, 2010 / Premiere Supper Club, Hollywood<br />The Scene <br />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.<br />The Environment <br />Premiere Supper Club was transformed into Medieval Rome with décor, Assassin’s Creed Brotherhood themed artwork, photos and logos strategically placed throughout the venue.<br />
  7. 7. Assassin’s Creed Brotherhood Launch<br />Launch Party Event Highlights<br /><ul><li>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!
  8. 8. Media coverage included segments by: E!, Access Hollywood, Us Magazine, People, inTouch Weekly, Extra, and many more!
  9. 9. Exclusive launch party coverage received over 100K videos view on Break.com</li></li></ul><li>Assassin’s Creed Brotherhood Launch<br />Media Coverage Results<br /> TOTAL ESTIMATED IMPRESSIONS: Over 25 million in 2 weeks<br />
  10. 10. Assassin’s Creed Brotherhood Launch<br />Online Executions<br />Custom Channel<br />Homepage Takeover with Hi Res Video<br /><ul><li>Almost 3MM total impressions on the Break.com Homepage the day of the game’s release, with nearly 60k trailer views
  11. 11. Generated over 150K channel views and over 175K video views</li></li></ul><li>Assassin’s Creed Brotherhood Launch<br />Online Executions<br />Game Trailers Channel Takeover<br />Games Channel Takeover<br /><ul><li>Generated almost 1.5MM impressions among an engaged, targeted gaming audience
  12. 12. Generated thousands of clicks
  13. 13. A Click Through Rate of 1.83%!</li></li></ul><li>Ubisoft Results<br />ACB Marketing Exceeded Expectations and Benchmarks Set by AC2<br /><ul><li>Most preordered Ubisoft title of all time
  14. 14. #3 holiday release of the year
  15. 15. Online media campaign greatly exceeded ac2 benchmarks in terms of both reach and engagement
  16. 16. Ctr’s and interaction rates exceeded AC2 benchmarks by 3X
  17. 17. 73% more impressions
  18. 18. 5X higher click volume
  19. 19. 0% increase in media spend</li></ul>2010<br />2009<br />><br />SOURCE: NPD Sales Data<br />
  20. 20. Thank you.<br />

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