Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.
There are only so many ways to market a dystopian action-adventure video game—at a certain point, live game-play trailers and trope-heavy end-of-the-world storylines can blur together.
But for the launch of “Watch Dogs: Legion,” the third title in Ubisoft’s “Watch Dogs” series, agency Funworks zeroed in on an unusual aspect of the game. Rather than tying players to a single protagonist, “Legion’s” open-world style lets them recruit any of the almost 9 million characters into a playable team of “hackers.”