The Far Cry Reality was a lead asset for a PR campaign launching Far Cry 4. Ubisoft wanted to launch their new video game using non-traditional media with a large number of direct competitors launching their own video games at the same time and having to overcome the high expectations after the success of Far Cry 3. The client wanted to achieve brand awareness and increase in selling out reaching a target of gamers aged between 14 and 22 years.

We needed to find a way to explain the product without showing it and describe the complex story of the game to a mainstream audience. Since Far Cry is an extremely realistic game we wanted the audience to understand how it would feel to live inside a video game. We created a reality show starring six famous video game youtubers in Spain who already had millions of followers in their own social media networks. The 6 game reviewers had to experience the video game in real life.

The strategy was to engage our core target from youtubers to our channels, generating views and interaction from their channels to our gathered media, through Ubisoft social media channels. YouTube was the main platform for the development of the campaign with a call to action redirecting the audience to the official brand channel.

The results were so positive and we got so much buzz on social media that the campaign achieved earned media results with free coverage on TV.

Far Cry Reality was starred by the six famous video game youtubers in Spain that already had millions of followers. They had to experience the video game in real life, confronting the same challenges as the main character of Far Cry 4.

The campaign had different phases: 1 teaser trailer, 7 previews, 6 episodes and 4 epilogues. We included all the content in a Youtube Playlist on the Ubisoft Youtube Channel and pushed a call to action by “subscription to our channel” in order to benefit all Ubisoft brands. Facebook and Twitter were used to amplify the campaign.

Far Cry 4 has been the most sold videogame for PS3 on Christmas with more than 200.000 units sold. Sales have grown a 132%.

The results were shocking: more than 17,500.000 total views of the Reality and above 500,000 new subscribers and above 600,000 likes in total. The hash tag “FarCry4ElReality” had 24.679 retweets, 59.098 favorites and 229.229 interactions. 78.822 views on Facebook and 8.363 shares. Earned media: TV news appearance on “Cuatro” channel. It had an advertising value of 46,550 euros, and with it, we reached about 725,000 people who saw the news on Saturday.