UBISOFT HELL'S HIGHWAY
DEFINE THE CHALLENGE
Build buzz for the launch of Ubisoft's new WWII game, Brothers in Arms: Hell's Highway.
KNOW THY TARGET
Hard-core male gamers who value historical authenticity and are willing to try new gaming experiences.
Brothers in Arms: Hell's Highway Customizable "Recruitment" Video and Poster
CAPTURE THEIR ATTENTION
To kick things off, Renegade constructed a vintage WWII "recruitment" station where attendees at the PAX Expo in Seattle could get free Hell Cuts in exchange for a free copy of the new Brothers in Arms game. A professional barber administered the HELL CUTS which included spray painting the word HELL on their buzzed noggins. Talk about creating buzz! Less dedicated foot soldiers could line up for vintage WWII tattoos. Enlist4hell.com brought the experience online, where a customizable and highly "salty" recruitment video lets you recruit a friend and enter an online sweepstakes.
Over 30 gamer blogs and websites including category leader GameSpot featured the HELL cuts providing a perfect segue into the next part of this 360° experience - Enlist4Hell.com. At this viral site, recruits could customize a salty recruitment video in order to recruit a friend and enter an online sweepstakes.
CLOSE THE LOOP
Though our goal was to buzz 101 recruits, in honor of the 101st Airborne, we ended up shaving 156 heads including 2 women and 7 reporters. Each of these recruits along with the 550 or so who gained tattoos, marched around the show as walking billboards leading to coverage on over 30 gamer websites and blogs including category leader, GameSpot.com. Thousands subsequently visited Enlist4Hell.com, signed up for the sweepstakes and forwarded the highly viral "recruitment" video.