INTEGRATED CAMPAIGN – 2015 EFFIE WINNER

Case Study

THE CHALLENGE

Outsell the Original Rocksmith
in a Down Market

Our marketing objective was simple: double the size of the original Rocksmith game. Plummeting console
software sales, an $80 price tag, branded competition backed by big artists like Slash from Guns and Roses,
and a perceived lack of time for learning would prove challenging.

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THE STRATEGY

Reposition Rocksmith as Learning Software

Instead of re-launching Rocksmith 2014 as the next version of a video game, we repositioned it as learning software. While it expanded our audience and justified our price, it exposed an additional challenge – an endless amount of free learning content available online. We needed to promise consumers something that free content couldn’t – “THE FASTEST WAY TO LEARN GUITAR.”

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The Idea

The 60 Day Challenge

We created a before & after content campaign that quantified FAST. It made learning attainable to aspiring guitarists actively searching for learning solutions. To support the campaign, we created six success-story documentaries to prove the product worked. Success story participants were also featured alongside software developers in a 5-minute informational launch trailer that explained why it worked. And multiple TV spots created awareness.

National Broadcast: 60-second Direct response

National Broadcast: 60-second Direct response

ONLINE VIDEO: SUCCESS STORIES

ONLINE VIDEO: SUCCESS STORIES

ONLINE VIDEO: HOW IT WORKS

Print: Success Story Features

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KEY INFLUENCER & UGC RESPONSE

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PARTNER MARKETING: EPIPHONE

CAMPAIGN GUIDE

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MORE WORK