Recently, game developer Ubisoft came up with a creative PR stunt to publicise the release of their WATCH_DOGS video game. Before we get into the details of their sneaky scheme, let’s put the stunt into context. What is the game about?
For those who don’t know, WATCH_DOGS is an action-adventure video game for Microsoft Windows, the PlayStation 3, PlayStation 4, Xbox 360 and Xbox One. The game has what’s called an ‘open world design’, which means you take control of a central character and can freely roam around a location. In WATCH_DOGS, that central character is a skilled hacker who uses his mobile phone to attack software and systems across Chicago.
In a nutshell, Ubisoft played a prank on people in Los Angeles. A fake smartphone repair shop was set up. Unsuspecting shoppers entered into the shop; the vendor fixed whatever problem they were experiencing and would then tell the customers that he had installed a cool app on their phones for free.
The vendor would explain that this app could do anything from extracting hundreds of dollars from cash points to changing traffic lights. He’d then take the customer outside and give them a quick demo. But when demonstrations ended with an apparent car crash, police arrived on the scene and the customers dreamt up some imaginative excuses.
Obviously the innocent customers were told of the trick and they were relieved. But they were also in awe of the scenario. It was an extremely effective way of demonstrating what you could do in Ubisoft’s game. Furthermore, it was experiential marketing at its best, because the experience evoked some powerful feelings and emotions. Initially there’s the buzz from having the control of a hacker. Then there’s the adrenaline rush from confronting the law.
What would it be like to be able to control a city? What is it really like to have power? For several people in Los Angeles it was an experience that will linger long in the memory; which is exactly what successful PR stunts should set out to achieve.
This is the video from the stunt. Enjoy!
