In the world of Ghost Recon Wildlands, millions of gamers use their cars to explore one of the largest game maps ever created. And in their cars, they listen to the virtual radio of the game. So, DDB Paris decided to advertise Ubisoft’s new game, The Division 2, by streaming an exclusive 30-minute podcast series using the in-game car radio - for a total cost of $0 paid media. Having used the audience of one game to advertise another, The Division 2 became Ubisoft’s most anticipated game of the year.
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