Amazon Prime is becoming an increasingly important platform for original TV programming. Can it be a strong player for branded campaigns, too?
Ubisoft hopes so. For the first time, the gaming company is exclusively distributing a long video on Amazon Prime designed to promote its new Agent Origins series title, The Division, which gets released in March and is based on Tom Clancy thriller literature. on Amazon Prime designed to promote its new Agent Origins series title called The Division, which gets released in March and is based on Tom Clancy thriller literature. The move underscores how digital platforms—even those born from retailers like Amazon—have become centerpieces for product launches. (The same could be said for YouTube, Hulu, Facebook, Twitter and even young Periscope, which automotive brands have used to build buzz around cars.)
"We are supporting this with ads on search and social media, endemic video game and lifestyle sites," explained Ann Hamilton, Ubisoft brand director. "We also have custom content related to Agent Origins, being created for Hypebeast and Gamespot. The film will also be promoted within Amazon Video and will contain exclusive content for Amazon Prime members."
The main video for the effort is 30 minutes long and will be released this week, and it was created by social agency Corridor Digital in collaboration with YouTube stars RocketJump and DevinSuperTramp. For Corridor Digital, which has worked with Ubisoft on prior pushes, the major difference is the content. The video teases several portions of the actual The Division game, rather than simply referencing the new title.
"In the past, we've done a couple of pieces with Ubisoft where basically we were in the 'fan film' territory,'" said Corridor Digital co-founder Niko Pueringer. "This is actually the first time where we left that realm and moved into official live action. We were given lots of documents of the game long before anyone else could see them. It made it a 100 percent accurate, live-action short. They are legit characters in their real world. It's not something we made up."
Pueringer also explained that promotional clips were edited specifically for social-media fans of Ubisoft, RocketJump, DevinSuperTramp and Corridor, respectively.
"Each piece has been tailed for each audience," Pueringer said.