After more than 5 years of absence, Ubisoft were relaunching the “Tom Clancy’s Ghost Recon” franchise, a military tactical shooter. In “Wildlands”, the new installment in the franchise, you control 4 elite soldiers called Ghosts. The objective: take down a Bolivian cartel. To create excitement before the launch, we decided to immerse influencers and journalists in the brutal world of the cartel. Cartel Com is a targeted influencer campaign.

First, we sent over 75 phones to entertainment influencers and journalists in France and the UK. They received a craft paper envelope in which there was a letter introducing the project: this is the phone of Carlos, a young narco that has gone missing. The letter encouraged you to turn on the phone. As soon as you did, you received a message that started the story. You could interact in real time with each of 7 characters in your phonebook, call and send them messages.

To achieve this, over 48 hours we had 7 writers and 5 voice actors communicate and respond in real time with the influencers. Each text received a response and you even received phone calls with clues and hints. Thousands of texts were sent, each a custom reply. In the end, it was up to you to decide how you want to end the story.