Case Study – Ubisoft Creates Buzz for Your Shape Fitness Evolved

By Warren Ackerman

Client: Ubisoft, Your Shape Fitness Evolved Video Game

Solution Type: Digital Promotion

Technology: Affinitive’s Facebook Sweepstakes Application

Summary

Your Shape Fitness Evolved (YSFE) sought to target gamers who are passionate about health and enjoy getting fit with video games.  As one of the first games to use Microsoft Kinect, YSFE had the challenge of conveying the efficacy and fun of the game as well as the Kinect device on a limited budget. The campaign goal was to create buzz and excitement for the game within social media channels in advance of the game’s release in November 2010.

The ‘Boot Camp’ Facebook Contest campaign launched in October asking influential gamers to submit audition videos to explain why they needed a fitness makeover. Five winners were flown to San Francisco to play the game before the public and give their opinions and feedback.

Ubisoft uploaded images, video and blog entries in real time during the 2 day “Boot Camp’ event, adding excitement and intrigue for fans. Influencers uploaded their own content after the event and inspired hundreds of gamers to create their own diaries.

Results

  • 17X Increase in Facebook Likes in 8 Weeks
  • 5,000,000+ Impressions (Xbox, Facebook, Twitter)
  • 130 photos & videos submitted
  • 50,000+ YouTube Views

Winner 2011 MI6 Game Marketing Awards – Most Effective Viral Marketing

 

Video Entries By ‘Boot Camp’ Contestants

Hamza Aziz (Destructoid.com)

Rande Gabriel

Rachel Davis

Jeremy Yarbrough