Changing the game in influencer marketing

Ubisoft Ghost Recon

Bringing influencers into the heart of the action

We transformed the blank canvas of Holmbush Estate into an authentic actualisation of Auroa – the setting of the game. Considering each element of the gamified environment, adding finer details and finishing touches that would deepen the immersive experience and even set the opening helicopter crash scene of the game complete with pyro, scattered debris and ammo crates.

Brand Ubisoft

Industry Gaming

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Staying true to Ghost Recon Breakpoint’s story was key to immersing the influencers into the live action. And no game is complete without characters. To become a Ghost – you need to look and feel like one. The group was kitted up with fully customised camouflage gear, dog tags and a weapon, before being put through their paces by ex-special forces soldiers. The Ghosts were pepped on medical and basic essential survival skills with Emil Daubon (ex-Green Beret, US special forces and game writer) then sent away to complete fitness training drills.

The experience peaked with the appearance of the game’s star Jon Bernthal who spent 1-on-1 time connecting with each influencer and engaging in press interviews. Concluding the action-packed mission, the group merged the physical and online gaming worlds with an exclusive opportunity to play a live version of the game in the gaming experience zone – a military-themed shipping container converted into a gamer’s paradise with eight gaming pod stations.

Our authentic live creation of Tom Clancy’s Ghost Recon Breakpoint transported the influencers and journalists into the heart of the game. Every aspect of the branding told the story and contributed to the atmosphere, from the dramatic smoke and flashbang release upon the Defenders’ arrival to the realistic gunfire on the battleground. The experience was designed to emote feelings of fear and surprise, followed by suspense and release.