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.
What did the judges have to say?
It took the medium, squished it up and remoulded it into something totally new. By reinventing a media channel, it created a totally new way to connect with the viewer. An ambitious idea executed with mind-blowing intricacy.Avril Delaney, Senior Copywriter, Boys + Girls
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