We launched the new Assassins Creed: Brotherhood game and eliminated our targets: 3% sales increase (+150,000) and in the top five Xbox/PS3 games.We created an “initiation ritual” into the Brotherhood. TV content invited consumers into this secret society, beginning with an interactive trailer on YouTube which continued on MSN. The game’s hero then ran ‘into’ their premium channel and jumped back into MSN to show a new trailer. Who will win the battle? The answer’s on their website.600,000 Spaniards were ‘initiated’; best interaction in Europe (+33% MSN, +75% YouTube) and +6% sales (176,700) – top four Xbox/PS3 charts.JUDGES: Please click on 'Masthead expand YouTube View' to experience the banners from start to finish.