Ubisoft Comic-Con Experience Recreates French Revolution - Event Marketer

Ubisoft Comic-Con Experience Recreates French Revolution

DB_Ubisoft1_2015 Ex
Year: 2015

History buffs are well aware of the chaos and brutality of the French Revolution. Now, thanks to the Assassin’s Creed Experience, attendees at Comic-Con got to participate in an obstacle course that replicated the look and feel of 18th century Paris and learn how to move like a true assassin, achieving the same sort of stunts that they perform in Ubisoft’s Assassin’s Creed Unity game. They rolled, vaulted and raced their way across the course, which included large set pieces, cannons and custom propaganda flyers, performing techniques inspired by military obstacle course training (called “parkour”), sprinting across rooftops, dodging cannon balls and diving off a 25-foot Leap of Faith. Comic-Con attendees could also play the game on custom gaming kiosks, which encouraged on-site pre-orders. Those who completed the course earned a free limited-edition Assassin’s Creed Experience t-shirt. 

The course was specially designed by Ubisoft’s newly appointed chief parkour officer and Tempest Freerunning Academy, the world’s top freerunners, assuring it would be a professional parkour-grade experience. Throughout the day, the course played host to professional parkour athletes from Tempest dressed in period attire. These athletes put on a show, illustrating the storyline of the game and captivating attendees. These shows were filmed, creating compelling content for digital amplification and engaging thousands of fans in the experience. But perhaps the most impressive aspect of the experience was the enormous fabrication undertaking that pushed the boundaries of temporary event construction, embracing the challenge of keeping the components modular yet extremely safe. Temporary scaffolding created the shape and height of the course, which was covered in custom skins and constructed in less than one month.

The event achieved more than $4 million in media value, 200 million impressions across live attendees, press and online and more than 1.8 million user engagements. It was, in a word, revolutionary.

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