Sports Stars Activate Assassin's Creed Launch
The Brief
Sports stars participate in an obstacle course in Sydney CBD, talk about the activation on social media and other mainstream media opportunities.
Solution
Assassin's Creed Odyssey is the latest installment of Ubisoft’s Assassin’s Creed franchise which has sold over 100 million copies worldwide. The Assassin’s Creed franchise is one of the most successful gaming series of all time with the role-playing stealth game even linked to a Netflix film spin-off.
For the launch of the new game, Ubisoft wanted sports stars to participate in a themed obstacle course at Metcalfe Park in Sydney. The athletes were also asked to create some buzz via their social networks, share their experiences from launch day and encourage fans to join in the fun.
The client required three athletes, and the criteria and brief were specific. The event date was also a challenge, at the end of footy season when a lot of talent was booked for surgery or travelling. Using the Pickstar website and advice from the PickStar team, Ubisoft and Thrive built a shortlist of potential talent options from Pickstar's list of 1200+ sports stars.
The request was sent directly to shortlisted talent via the Pickstar platform. After a number of stars applied for the opportunity, the client was excited to book Matildas star Sam Kerr, one of the best female soccer players in the world, along with big-name NRL players Paul Gallen and Adam Reynolds.
After the booking was confirmed, Pickstar facilitated contracts and other requirements in the lead-up to the event.
Outcome
The talent arrived at Metcalfe Park eager to have a crack at the ancient Greek-themed obstacle course.
Sam and Adam threw themselves into the obstacle course, having a great time and sharing the experience with their social media audiences. Paul suffered a last-minute shoulder injury but was on hand to provide plenty of banter throughout the day.
Overall, the launch was a huge success and the client was thrilled to partner with three premium athletes.
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