With the success of our previous Assassin’s Creed campaigns, Ubisoft returned for us to create a social media campaign and rollout strategy for its eighth major installment in the franchise, Assassin’s Creed Syndicate.
THE IDEA
The Industrial Revolution was the setting for Assassin’s Creed Syndicate, so we aimed to create a social campaign that matched the time period and styles while emphasizing the improvements to the latest title in the series. Along with the gameplay improvements, players could now also take the role of twin Assassin’s, Jacob and Evie Frye, exploring Victorian London, and eradicating the Templar presence by unifying the criminal underworld, so we needed to create fun, engaging content that communicated all of these important pillars.
THE EXECUTION
We developed a timeline of content releases, from the initial announcement at E3 through the game release, that would allow for a steady stream of user engagement, while carefully curating post cadence to ensure continued organic reach and channel growth.
Combined with the E3 War Room, we were able to create real-time responses and custom social assets throughout the day with the assets and knowledge of the brand, generating over 17 million impressions and nearly 10,000 engagements for the Assassin’s Creed brand throughout the event.
Following the event we continued to release our social content and drive towards pre-order sales initiative, and engage with the community, and adjust our campaign towards questions the fans had, curate an ongoing conversation with the brand evangelists, and create new fans along the way.
MEASURING SUCCESS
With over 60 social assets, over 8 million impressions across social media, and 300,000 engagements, Assassin’s Creed Syndicate has sold over 10 million copies to date, widespread acclaim, and has the highest total playtime in the series so far.
