Shazam ‘Hackable’ Ad Campaign
Ubisoft is launching its latest action adventure video game, Watch Dogs, through a media campaign which includes Europe’s first Shazam-enabled radio ad (the campaign also includes TV, VOD, cinema and outdoor advertising, with media planning and buying by Maxus).
Watch Dogs, tells the story of Aiden Pearce, a brilliant hacker whose criminal past led to a violent family tragedy. Now on the hunt for those who hurt his family, players will be able to monitor and hack their enemies by manipulating everything connected to the city’s Central Operating System (ctOS). Watch Dogs lets the player use Chicago as their ultimate weapon and exact their own style of revenge.
In a European first, the Shazam app gives radio listeners across Kiss, Kerrang!, XFM and the Capital Network the chance to access promotional content for the game via their smartphones and tablets – a 10 second ad invites listeners to use Shazam in a (further) 20 second ad to be played a few spots later, in order to gain access to the full length launch trailer!
Users can also interact with the digital ads via their handheld devices across IGN, CVG and Sky Sports desktop homepages – using a QR code reader, users will be able to ‘hack’ the ads via their mobile in the vein of Aiden Pearce, altering the layout of the webpage and bringing the concept of the game to life.
A week long partnership with Spotify also give consumers the chance to win Spotify premium memberships, again using a QR code reader or by entering a URL on a mobile device (once connected, users are prompted to draw a series of shapes on their phone to be entered in to an instant prize draw).
Wayne Greenwell, brand manager for Watch Dogs at Ubisoft, said “Watch Dogs is a brand new IP for Ubisoft and is set to be one of the biggest titles in our history. The themes of the game have allowed us to be creative and innovative with our approach to reaching our audience. By including the use of a second screen to interact with our advertising, we have given users the opportunity to experience a fraction of the power that Aiden Pearce enjoys throughout the game.”
Chris Collins, account manager, Maxus, said: “Our media strategy allowed us to bring the game to life through original and innovative use of a multi-platform approach allowing consumers to interact with the campaign on several levels … we secured a European first with the radio-enabled Shazam campaign – an important element that brings the game positioning alive.”
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