Ubisoft Canada goes rock 'n' roll

Ubisoft Canada's Rocksmith was the first videogame to plug into a real electric guitar, but was being launched into a declining segment populated with toy guitars. ZenithOptimedia zeroed in on guitar players and music fans, and partnered with music authorities to establish the brand's "rock" credentials.

With presence at large rock music festivals (including Osheaga, Uproar and Heavy T.O.), concert-goers could try the game. The experiences were captured by AUX TV, which created two-minute video capsules that aired in July, August and September, and were simultaneously posted on the AUX TV website, Facebook and Twitter.

The capsules were also shared on Rocksmith Canada Facebook pages, in addition to Ubisoft Canada and U.S. YouTube accounts. The content was supported by YouTube-promoted video ads and Facebook interest- and demo-targeted market ads.

In partnership with Exclaim! magazine, ZenithOptimedia repackaged Facebook content created for the online publication, and created a paper version distributed to the full circulation with an on-cover feature.

The launch of the game was promoted with 30-second TV ads and 15-second pre-roll and online banners on guitar-focused, community and gaming websites. On release day, homepage takeovers took place on YouTube and IGN.

The campaign connected the brand to its audience, providing an authentic experience across live and digital platforms. Over 150 million impressions were generated, with 860,000 online interactions.