Ubisoft®

Case study

"Taking inspiration from the game itself, Proxama custom designed its tap to win mechanic to mimic the game experience"

Overview

In April 2014, Proxama worked with Ubisoft® to promote the highly anticipated launch of its new video game Watchdogs ™. Utilising proximity mobile marketing technologies, Near Field Communication (NFC) and QR codes, the campaign incentivised gamers to “tap-in” and interact with the brand using their smartphones to enter the competition for a chance to win a paid for holiday to Chicago. The campaign which ran for six weeks went live across selected GAME stores in the UK.

Solution

Ubisoft® wanted to create a new level of buzz around the launch of Watchdogs ™. Taking inspiration from the game itself, Proxama custom designed its tap to win mechanic to mimic the game experience. Consumers were asked to “tap-in” to decrypt a message, where if successfully decrypted, they would be entered into a competition draw for a chance to win a holiday to Chicago, where the open-world game takes place.
The campaign utilised Proxama’s TapPoint® platform for the creation and management of the campaign experiences, including the tap to win mechanic. This allowed Ubisoft to set perimeters surrounding the number of consumers that could decrypt successfully and were granted access to the next stage of the competition. Daily analytic reports, sent via the TapPoint® reporting and analytics facility, provided Ubisoft with detailed insight into the number of interactions and competition entries.

Outcome 

  • 800 Interaction in total
  • 19 interactions per day
  • 302 participants entered the competition
  • Over of 1/3 interactions were via NFC