Tom Clancy’s The Division is a collaborative video game that takes place in the aftermath of a smallpox pandemic in New York City. To echo the game’s collaborative nature, we decided to engage Canadian fans to create a collaborative spin-off story that would serve as a trailer video.
The campaign kicked off with VICE with a 20 minute documentary, ‘Infected’, a series about the risk of a major pandemic in Canada.
We then engaged fans to shape the story on Facebook and Twitter. After that, we reached out to artists on Deviant Art and Art Station, driving them to our collaborative platform. The final video was released on Ubisoft Canada’s Facebook page for fans and on YouTube.
The campaign was rolled out in Canada, focusing on five key markets: Montreal, Toronto, Vancouver, Calgary and Halifax.