Thursday, July 26, 2007

Ubisoft: Masters of marketing

And now for something completely different.

No doubt you've seen them. They're in our magazines, on our computers, in our favorite websites... Rabbids. Every gamer who visits a gaming site even occasionally knows what a Rabbid is. And why is this? Because... Ubisoft is the master of online marketing.

When Ubisoft was creating Rayman Raving Rabbids, they undoubtedly know they were going for something bizarre. But, they thought, how to spread the word to the gamers? The answer: Viral marketing. They started making up pictures and videos, showing the Rabbids doing crazy, stupid, hilarious things, such as trying to milk a cow with a plunger and somehow failing to figure out bathtubs. These videos were an instant hit. People screamed "DAAAAAAAAH!!!!" at the mere mention of the game. And, when the game finally hit shelves that November, it sold like mad. Ubisoft had succeeded.

But, the fans begged for more! More Rabbids, more stupid stunts! Who was Ubisoft to say no? And thusly, Rayman Raving Rabbids 2 was born. And yet again, Ubisoft was met with the same question: How to spread the word to the gamers? The answer: More viral marketing! The Rabbids have now invaded Earth, and are running rampant in France, Japan and various other parts of the globe.

One of my favorite new viral Rabbid ads

The response to this new set of crazy antics is almost unanimously positive. Ubisoft has, yet again, pulled off the perfect viral ad campaign. The result? We'll just have to wait until this Winter to see.

The Duck Has Spoken.

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