HOW ASSASSIN'S CREED CONVINCED FANS THEIR BLOOD WASN'T THEIR OWN
Marketing Campaign
THE CAMPAIGN THAT HELPED FANS TRAVEL THROUGH TIME AND EMBRACE THEIR INNER-ASSASSIN
The assassins in Assassin’s Creed do some epic jumping. Off roofs, off clocktowers, off galloping horses…
But in 2017, they weren’t just jumping between time periods, but jumping from games to film. To drive fans to bring the film home on digital and disc, we knew we needed a killer strategy that would do the assassins proud. We needed to:
- 1) Engage the core gamers who love (and know) the franchise better than anyone
2) Catalyze the campaign with an unexpected live activation
3) Drive traffic and fans to a content-rich destination that connects with our call-to-action
The whole thing began with an unexpected twist: We convinced fans their blood was not their own.
Client Fox Home Entertainment
Project Assassin's Creed Home Entertainment Global Marketing Campaign
What We Did
- Live Activation
- Website Development
- Content Creation
- Email Blast
YOUR BLOOD IS NOT YOUR OWN
In conjunction with our PR partners at Cohn & Wolfe, we launched the campaign at PAX East with a live stunt that partnered with the Red Cross. At an on-site blood drive, fans were handed (a sort of morbid, but totally legally approved!) card that read “Your Blood Is Not Your Own” — and drove to a content hub at a URL of the same name.
TIME TRAVEL: NOW A THING
After giving blood, fans lined up at the brand’s booth, where we helped them transport back to 15th-century Spain through a custom-designed green screen image photo booth and wearable costumes. The custom backdrop allowed fans to climb buildings just like assassins — and generated lines wrapped around the booth all show long.
UNCOVERING REAL BLOODLINES
At the content hub destination site, our first infographic highlighted little-known true genetic and epigenetic facts. Each fact not only connected to core plot elements, but deep-linked out to videos from the film’s bonus features.
DECONSTRUCTING THE ANIMUS
At the heart of the film’s time travel is the Animus, a device as technologically advanced as it is mysterious. Our second infographic broke down the different components of the device with a second layer of deep-linked video vignettes that showed how the filmmakers brought the device to life.
AMPLIFYING THE CREED
Assets from the hub and green screen at PAX East were shared widely on the campaign hashtag which might not have been very ’stealthy’ or assassin-like… but great for awareness!
CAMPAIGN RESULTS
While Assassin’s Creed transported viewers through time, the campaign itself drove core gamers and action fans to the film adaptation:
- 10 Million Impressions Generated via IGN Partnership
- 97 Publications Posted Event Recaps, DVD Reviews, and Release Details
- 300 Thousand Video Views Generated by IGN Integration on Facebook
- 15 Thousand Video Views Generated by Hub Content
