In order to generate interest for South Park The Fractured but Whole, we’ve decided to involve the fans in the making of the game. After having promoted the main asset of the game through the sens of smell, we’ve chosen to do it via the hearing this time. Thus, we created the first worldwide fart contest, the winner of which became the official fart of the game

On October 1st, we launched a spoof video of The Voice entitled I Am The Fart. To take part into the contest, the participants had to upload their fart video on a website. This generated a video of the gameplay with their fart sound that they could then share on social media. The contest was in two steps : first, the people visiting the website could vote for their favourite fart sound ; then, Matt & Trey (the founders of South Park) and Mr. Methane chose the best fart sound among the 10 top rated videos. Finally, the winner flew to the San Francisco Ubisoft studio to record his fart in order to implement the sound in the game

More than 12,000 people tried to become the official fart of the game. The campaign generated almost 300 million media impressions. But what’s most important is that during the first week post launch, we sold 950 000 copies of the game !