Cannes Lions
BLEUBLANCROUGE, Montreal / UBISOFT / 2016
Overview
Entries
Credits
Description
Tom Clancy’s The Division is a game taking place after a pandemic outbreak in New York, an event which led to the collapse of society.
If this really happened in New York, could Canada fall?
We asked Vice this question.
Execution
• Implementation
The Infected documentary was split into three 8-minute episodes.
• Timeline
The first episode was aired on January 21st, 2016
The second episode was aired on February 2nd, 2016
The third episode was aired on February 9th, 2016
• Placement
The documentary episodes were published on Vice’s website, as well as on Vice’s Facebook page, on Ubisoft Canada’s social channels and on the FallofCanada.ca campaign platform.
• Scale
The documentary was aired in Canada exclusively.
Outcome
• Reach
On social networks: 2 738,086 (vs a 1 000,000 objective)
• Engagement
9576 Engagement with content (2,900 objective)
On Ubi social network: 3,733 Likes / Shares / Comments
On Vice platforms : 4,738 Likes / Share / Comments
• Impact
Total views exceeded the objective by 968%.
This piece was considered by Vice it’s best and most natural collaboration with a brand to date.
Canadian gamers were delighted to see the game lore extending to their country.
The game launch set a new record in Ubisoft Canada’s history, selling faster than any other new franchise ever.
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