Ubisoft has taken a unique approach to promoting its long-awaited Watch Dogs video game by utilising near field communication and QR codes to give the game a sales push.
The new game, which got its UK release on 27 May, offers incentives to gamers that tap-in or interact using smartphones and the campaign, which has been build using Proxama’s technology, offers a top prize of a trip to Chicago.
“We always strive to create a new level of buzz around the launch of every game, and with something as hotly anticipated as Watch Dogs, we needed to think creatively as to what would be the most relevant way to interact and engage with our gamers,” said Dan Archbold, UK and export channel marketing executive at Ubisoft. “Partnering with Proxama to bring this competition to life has given the digital element of this launch a new dimension and will help us learn more about how we can improve our brand engagement strategy in the future.”
Ubisoft’s campaign has gone live across selected branches of GAME, lasts for six weeks, and takes inspiration from Watch Dogs in that it asks customers to tap-in to decrypt a message. If it is successfully decrypted then the smartphone owner is able to enter a competition draw for the trip to Chicago.
The campaign will be promoted using in-store point-of-sale materials with the underlying technology provided by Proxama’s TapPoint platform and it also gives Ubisoft data about how the campaign is going.
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“To really capture the imagination of today’s connected consumer, brands need to tap into ways that fall in line with their everyday lives. This campaign blends mobile with new digital marketing techniques, as well as gaming, and will in turn help stores implement ways to attract customers to the shop floor,” added Miles Quitmann, chief commercial officer at Proxama.