Assassin's Creed II Event Management & Media Campaign
Assassin's Creed® II is the follow-up to the title that became the fastest-selling new IP in video game history and remains one of Ubisoft's best selling products with global sales of over 9 million units to date. The highly anticipated sequel featured a new hero, Ezio Auditore da Firenze, a young Italian noble, and a new era, the Renaissance.
Tsuki's mandate for Assassin's Creed II was to build hype around the game's launch in November 2009. Recognisiting the cluttered pre-Christmas market, Tsuki's two-pronged strategy was to create an exclusive, underground VIP launch event and build on this buzz to generate mainstream media coverage.
The campaign involved feature stories around the making-of Assassin's Creed II, the glitz-and-glam of gaming, convergence of Hollywood and gaming, and the booming gaming industry.
National coverage included features on A Current Affair, Showtime - MovieNews, Sunday Magazine, ABC 702, BRW, Sun Herald - S, Wentworth Courier, The Brag and Nova 969.