Ubisoft asked us to create an online campaign showing the cinematic quality and intensity of Assassin’s Creed, the most-talked-about title of 2007. We developed a three-flight campaign that built hardcore gamers’ anticipation to a fever pitch, but also introduced the game to less fanatical audiences. The first banners built buzz; a second flight drove pre-orders. Then, a final rich-media round gave fans three uncensored trailers, so true to the M-rated game the videos needed an age gate.

Overall, users interacted for more than 12.6 million minutes. Roadblocks got a 71 percent interaction rate, while the campaign averaged 34 percent.