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Ubisoft
Ubisoft is a Franco-Canadian company specializing in the development, publishing, and distribution of video games. The Crew Motorfest is the third installment of the renowned racing game The Crew, which has brought together over 40 million players.
Expertises
Social Media
Orchestrating the
Social Media launch
The real challenge was to reignite engagement within The Crew community, loyal to the first and second installments of the franchise, and persuade them to transition to the third installment. We therefore decided to focus our editorial strategy on Car Culture, creating all our content around this theme to engage with our community and attract potential new gamers.
We orchestrated our launch in three phases, each lasting three months: teasing, launch, and sustained engagement.
Our creative teams were responsible for conceptualizing and producing content for these three phases, targeting all international The Crew communities across platforms such as TikTok, Facebook, Instagram, Twitter, Discord, and YouTube.
Sustaining Community Engagement over time
To keep the community engaged, all our content is designed based on the game’s seasons as well as current news and social media trends. Our teams are structured to conduct daily monitoring and respond instantly to trends, maximizing the virality of the content we create.
Content creation
Our internal teams were also trained to capture content directly from the game. Ubisoft’s teams provided us with direct and private access to the game, offering us more creative freedom than a regular player who has simply purchased the game. This process, also referred to as “capture“, operates like a traditional photoshoot: we provide Ubisoft’s teams with shooting guidelines, and then we directly take photos or video shots within the game.
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