SPLINTER CELL CONVICTION by Blutarsky/Grey for Ubisoft

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Netherlands
Agency Blutarsky/Grey
Creative Director Thomas Magermans
Released April 2010

Credits & Description

Category: Event and Field Marketing
Advertiser: UBISOFT
Product/Service: XBOX/PC
Date of First Appearance: Apr 13 2010 12:00AM
Entrant Company: BLUTARSKY, Haarlem, THE NETHERLANDS
Entry URL: http://www.splintercell.nl
Creative Director: Thomas Magermans (Blutarsky)
Senior Copywriter: Timo Klaarenbeek (Blutarsky)
Strategy Director: Peter Hoekstra (Blutarsky)
Account Director: Patrick Joore (Blutarsky)
Developer: Jeroen Meijer (Muzar)
Media placement: Landingpage - Online - 6 April
Media placement: Mobile Application - Mobile - 6 April
Media placement: Press Event - PR (Extensive Coverage) - 13 April
Media placement: Consumer Event - Retail - 15 April
Media placement: Banners - Gamersites - 19 April

Describe the objective of the promotion.
Enhance the introduction of the new Splinter Cell game by creating a cutting edge campaign that will create PR value, as well as something that impresses the target group: Hit-game buyers. The mainstream targetgroup that will buy 4-5 games a year based on what is hot and they can show off to their peers. Take into consideration the group of die-hard fans that the Splinter Cell series have. First get the press to write about the new release of a Splinter Cell game and the campaign itself. The spin off will make sure we reach the 'hit game buyer.'

Describe how the promotion developed from concept to implementation
A game that delivers a new gaming experience deserves an equal approach in it's communication campaign. Layar is a brand new mobile technology that allows the user to experience augmented reality. Just like the game, it projects a layer onto the real world as seen through the camera of a mobile phone. The concept was to create a prequel to the new game release by adding an extra level/storyline in real life, in the streets of Amsterdam, by making use of a smartphone (iphone or android) and adding stuff to reality, or AR (augmented reality) as they call it.

Describe the success of the promotion with both client and consumer including some quantifiable results
The press tour attracted all major press (papers, blogs, tv, radio) in Holland and thus created very good PR value (near 500k euro). Two days after the press, the tour was available for the public. The collectors items T-shirts were expected to be sold out after the first few days. For those who wish to do something different when next visiting Amsterdam. Operation SC Revelation is still live. There was a budget for concept and production of 25.000 euro.

Explain why the method of promotion was most relevant to the product or service
We set up a brand experience in real life using digital technology. We named this game Operation SC Revelation. It was a real life prequel to what is going to happen in the Splinter Cell Conviction game and got the player in the mood. Players took on the identity of Third Echelon agent X and had to take part in Operation SC Revelation. The hunt passed the Red light district and led the players eventually to a store where they could buy Splinter Cell Conviction. They we're given a complimentary limited edition Third Echelon T-shirt with their purchase.