Ubisoft's new video game "For Honor" is a unique fighting game set for release in February 2017. The game allows players to take on the roles of knights, samurai, or vikings and engage in melee combat. This public relations campaign aims to drive awareness and anticipation for the game's release through social media marketing, influencer outreach, media coverage, and tracking of presales and sales. Key objectives include exposing the game's story to male gamers aged 18-34 and generating interest among women and fantasy fans. The campaign timeline and budget are outlined, and evaluation will focus on social media engagement, media coverage reach, and sales analytics.

1. JMD PR
Public Relations Campaign

2. TABLEOFCONTENTS
Jmd PR
I. Situational Analysis
II. Challenge, Goal, Focus
III. Objectives
IV. Strategies & Tactics
V. Timeline
VI. Budget
VII. Evaluation
VIII. Appendix

3. I.SITUATIONALANALYSISJMDPR
Ubisoft is a worldwide creator, publisher and distributor of interactive entertainment and
services, with a rich portfolio of world-renowned brands. Born from a band of five
brothers with a bold desire to create their very own fun, educational software publishing
and distribution company, Ubisoft was founded in France in 1986. After the first Ubisoft
release of “Zombi” in 1989, the company expanded across the globe and continued to set high
standards for the video game industry. This includes well-known releases such as “Assassin’s
Creed,” “Far Cry,” “Just Dance” and “Watch Dogs.” Now, 30 years later, Ubisoft is credited
for being an industry “best-selling publisher,” among other award-winning titles.
The 2016 global video game market is valued at nearly $75 billion. In the U.S. alone, video
and computer games generate $16.5 billion in sales per year. Ubisoft has continuously
infiltrated the video game industry with original and memorable gaming experiences on all
platforms. Just as “Tom Clancy’s The Division,” “Grow Home” and many of Ubisoft’s other
releases have before, “For Honor” is a one-of-a-kind gaming experience whose release will
take the industry by storm.
“For Honor” is a unique gaming experience that has been years in the making. Creative
Director, Jason VandenBerghe, dreamt about “For Honor” years before he found just the
right team to help bring his vision to life. Not only is “For Honor” a brand new IP, but it is in an
entirely new genre. Although, that alone does not separate the game from the stack of new
releases out there.
“For Honor,” brings to life the combat styles unique to three types of warriors
throughout history. In a war that has spanned over a millennia between the factions of
knights, samurai, and vikings, a player has several options of gameplay including a storyline
campaign and various multiplayer modes. Each faction is known to represent innate
characteristics and qualities. For example, the knights represent culture, defense and nobility.
Samurais value skill, mastery and honor. Lastly, vikings represent freedom, expression and
celebration. Once chosen, they are able to discover their inner warrior and engage in the
unique melee fighting game play. The creative idea behind the game incorporates combat as an
art form. It allows players to feel the emotion and the anticipation of being behind a weapon
in close-quarter combat.
Background
Story

4. I.SITUATIONALANALYSISJMDPR
“For Honor” is available for the PS4, Xbox One and PC, with the capability for multiplayer
online interaction. Preliminary awards such as “Best Console Game Sony Playstation 4” and
“Best PC Game,” set the stage for the potential praise that “For Honor” deserves. A one-of-
a-kind game and storyline such as “For Honor” calls to action a public relations plan that will
not only highlight the game’s unique attributes but remain competitive amongst other new
releases.
Set to release February 14th, 2017, “For Honor” sets the stage as a brand new video
game genre. In order to stand out amongst the rest of the video games already on the
market, “For Honor” will need to implement a strategic public relations plan.
Story (cont'd)
Public Relations Plan

5. II.CHALLENGE,GOAL,FOCUSJMDPR
Our challenge with this campaign is starting off as a new video game genre in the midst
of many other releases. We must be cognisant of the fact that we would need to capture
the attention of our primary audience well in advance in order to gain heavy exposure and
meet sales expectations. Although, unlike any other video game currently on the market, “For
Honor” will set a precedent for future Ubisoft releases. The challenge of this campaign is
also a strength: we have the opportunity here to present and position “For Honor” as a brand
new genre which has the potential to disrupt the traditional release publicity.
Our goal is to drive awareness and build anticipation for the release of “For Honor,”
which results in maximum presale and sale profits that exceed previous releases. In 2014,
“Watch Dogs 4” sold four million copies in one week and the “Assassin’s Creed” collection sold
over 10 million copies in a three-month span.
Once “For Honor” has been strategically exposed to the primary audiences, consumers will be
more apt to purchase the game.
Challenge
Goal
Focus
Mainstream/ core gamers
Men 18-34
Fantasy fans
Women (Gamers/ purchasers of video games for significant others, family, etc.)

6. III.OBJECTIVESJMDPR
To stimulate sales among all audiences
To expose “For Honor” and focus on the story behind “For Honor,” to attract the interest
of males, ages 18-34
To attract the attention and generate interest among women who play or purchase games
as gifts
To engage with fantasy fans to generate buzz and attract attention leading up to the
release of “For Honor”

7. IV.STRATEGIES&TACTICSJMDPR
1. Create a strategic social media campaign that reaches a variety of audiences
Create specialized content themes and design promoted posts targeted towards each
audience
Themes include:
Males 18-34: “Latest & greatest” game on the market, unique game play
Females: Female characters
Fantasy fans: Connections to fantasy sphere: costumes, history of characters
Reach out to influencers of popular gaming platforms to generate publicity among
passionate gaming fans. We will utilize YouTube, Instagram, Twitter and Twitch:
YouTube: PewDiePie, Toby Games, Vanoss Gaming, FaZe Clan
YouTube (female): LD Shadow Lady, iJustine Gaming, SSSniper Wolf, YOGSCAST Hannah
Instagram & Twitter: Smosh Games, SeaNanners, in addition to accounts of YouTube-ers
above
Twitch: Syndicate, Riotgames, FaZe, Bloodyfaster
Execute a successful launch event for local San Francisco influencers. This exclusive
event will generate live coverage, reach a range of pre-existing gaming audiences and build
excitement for the release. The complete “For Honor” themed cocktail and hors d’oeuvres
event will take place the weekend prior to the release. This event will also generate
traditional coverage
Create Snapchat geofilters to be set up in 300 cities around the country
2. Gain media coverage in online and print gaming publications
Launch an outreach initiative to pitch “For Honor” news, events, interviews, special
projects, holiday seeding to industry publications, reviewers and blogs. We will utilize Cision
and Alexa as tools to research influential publications to reach out to. Tools such as Google
Alerts and communication with editors will be used to track coverage and tone of articles
Publications: Gamasutra, PC Gamer, IGN, Xbox Magazine, Playstation: The Official Magazine,
Electronic Gaming Monthly, GameInformer, TechCrunch, Mashable, Gizmodo, CNET, The Verge,
WIRED, Engadget
Blogs: GoNintendo.com, VG247, The Gamers Drop, Spindle Gaming, Polygon,
Games Radar, That Video Game Blog

8. IV.STRATEGIES&TACTICSJMDPR
3. Track presales and sales along a 6-month timeline to assess campaign
Track social media engagement monthly via Hootsuite
Communicate with vendors to record and track sales. Also, communicate with Target to
record Cyber Monday and holiday sales
Create a unique fantasy experience at PAX South (San Antonio, TX: January 2017). Creative
aspects include a character themed booth, trial play and an appearance from Jason
VandenBerghe
5. Establish partnerships to increase presence among women and young men
Partner with Target vendors to gain in-store advertising such as posters, displays, trial
play and presales to attract the attention of women who buy games as gifts.
Create a “university ambassador” program that encourages influential young college
students, who are gamers (mostly under 21), to participate and spread the word of the
“For Honor” release. Utilize pre-release game trials and giveaway pre-order codes to
encourage gaming ‘meetups’ and gain exposure among young gamers
4. Increase “For Honor” connection to Sci-Fi fantasy fandom

9. V.TIMELINEJMDPR

10. VI.BUDGETJMDPR

11. VII.EVALUATIONJMDPR
1. Create a strategic social media campaign that reaches a variety of audiences
To evaluate the effectiveness of the social media portion of our plan, we will take into
consideration the content themes and reach of posts. The content themes will be
evaluated based on the appeal of posts and audience interests. The social media
effectiveness will be evaluated with analytics including: clicks, engagement, reach,
impressions and hashtag use. Programs such as Hootsuite and Facebook Analytics will be
used to analyze numerical data.
Evaluating the success of the social media influencer outreach will be evaluated, taking into
consideration the content produced by influencers, the reach (based on their following)
and the attitude (positive, neutral or negative) of the content produced. Each influencers’
following will be analyzed based on gender and age to directly address our audience
outreach. The launch event will be analyzed based on attendance, as well as the content
that influencers post regarding the event and game. Tools such as Google Alerts and
communication with editors will be used to track coverage
The Snapchat advertising will be evaluated by communicating with Snapchat Analytics to
determine the number of times the filter was used. The number of Snapchat users will
also be used to evaluate the potential reach of the “For Honor” message
2. Gain media coverage in online and print gaming publications
To evaluate traditional print and online media coverage we will utilize close communication
with editors as well as Google Alerts to track coverage. The publications’ circulation and
monthly impressions will be taken into consideration when determining the reach
3. Track presales and sales along a 6-month timeline to assess campaign
To evaluate sales we will divide the strategy into the categories of pre-sales, holiday sales
and overall sales. To evaluate pre-sales, as well as holiday sales, we will communicate with
Target Sales and Analytics to obtain numerical sales data. We will communicate with the
Ubisoft online sales store, as well as all online and in-store retailers that carry “For Honor.”
We will be using a 6-month scale to track all sales

12. VII.EVALUATIONJMDPR
4. Increase “For Honor” connection to Sci-Fi fantasy fandom
The objective to appeal to fantasy fans will be analyzed through the success of the PAX
South event. The PAX South experience will be analyzed based on attendance and traditional
media coverage that results from the ‘wow factor’ of the experience. Media coverage
will be evaluated through circulation and attitude of message. Social media coverage,
stemming from the event, will also be tracked using the hashtag
5. Establish partnerships to increase presence among women and young men
The objective to reach women gamers will be evaluated based on social media reach, as
well as the partnership with Target. Target shopper demographics will be used to
determine the penetration of message and signage exposed to women based on age
categories. The social media analysis will be based on targeted posts for women, taking
into consideration the content themes, age and interests
The University Ambassador program will be evaluated based on the traditional media
coverage that is produced from the implementation, as well as the content produced online
by these ambassadors and their organizations. Impressions, reach and attitude of content
produced will be taken into consideration

13. VIII.APPENDIXJMDPR