During the press conference period of June 9, 2014, social chatter on the video game industry was at one of the highest levels of the year. The goals of this campaign were to accelerate discussions happening around Ubisoft and key E3 titles, as well as insert Ubisoft into discussions that are happening outside of their brands. To achieve this, the strategy was to have a social media “Creative News Room”—AKA The War Room—Day 1 of E3. The War Room Created meaningful content for brands around high traffic topics and responded to commentary from influencers and the general public.
Branded-Content Strategy
- Leverage conversation to highlight brand pillars and innovative game features.
- Focus on bite-sized content that can be syndicated across channels.
- Seek relevant influencers who can extend message vitality.
- Where possible, drive to deeper content experiences that are relevant.
