Tom Clancy’s The Division is a game taking place after a pandemic outbreak in New York, an event which led to the collapse of society.

If this really happened in New York, could Canada fall?

We asked Vice this question.

• Implementation

The Infected documentary was split into three 8-minute episodes.

• Timeline

The first episode was aired on January 21st, 2016

The second episode was aired on February 2nd, 2016

The third episode was aired on February 9th, 2016

• Placement

The documentary episodes were published on Vice’s website, as well as on Vice’s Facebook page, on Ubisoft Canada’s social channels and on the FallofCanada.ca campaign platform.

• Scale

The documentary was aired in Canada exclusively.

• Reach

On social networks: 2 738,086 (vs a 1 000,000 objective)

• Engagement

9576 Engagement with content (2,900 objective)

On Ubi social network: 3,733 Likes / Shares / Comments

On Vice platforms : 4,738 Likes / Share / Comments

• Impact

Total views exceeded the objective by 968%.

This piece was considered by Vice it’s best and most natural collaboration with a brand to date.

Canadian gamers were delighted to see the game lore extending to their country.

The game launch set a new record in Ubisoft Canada’s history, selling faster than any other new franchise ever.