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Echos

DDB PARIS / UBISOFT / 2019

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Overview

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Overview

Background

In the game The Division 2, the world has collapsed.

A smallpox hybrid virus has decimated a great part of mankind.

Every source of information is shut down.

Idea

In the game The Division 2, the world has collapsed.

A smallpox hybrid virus has decimated a great part of mankind.

Every source of information is shut down.

To immerse players in this post apocalyptic world, we developed a chatbot on messenger, using geo-localization, and native AR Technology. We called it ECHO. 50 A.R Stories linked to site-specific locations such as restaurants, schools or banks. Each story let you be the witness of what could have happened in your neighbourhood if The Division 2 events became true.

Strategy

In The Division Franchise, ECHOs already exist.

It’s a way to tell side stories in game. Players love to create bridges between their life and the world of The Division 2. We advertise the bot on Facebook to gamers that already played The Division, or could be interested by the game.

Execution

We developed a chatbot on messenger, using geo-localization, and native AR Technology built-in Facebook Camera. We wrote and recorded dialogues with 10 actors and made AR scenes of 50 stories taking place in locations which exist in every city : Banks, schools, pet store, churches, stores, etc. By using a webview that loaded a map, players were able to navigate to the nearest locations, and play AR Stories in their neighboorhood. Discovering Echos unlocked rewards that players were able to use in-game to ensure their survival.

Outcome

Thanks to Google Places data, ECHOs were visible in hundreds of millions places and available in 160 countries. In less than two weeks, more than 300 000 users played 1.2 million ECHOs, watching 8300 hours of A.R content, making ECHOs one of the most impactful and wide-spreading AR content projects.

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