Facebook is a natural advertising medium for games played on its canvas or mobile applications that are connected to the social network, but what about AAA console titles? Developer Ubisoft promoted the launch of its “Assassin’s Creed IV: Black Flag” with Facebook advertising, and it achieved stellar results.
According to a case study released by the social network, Ubisoft’s goals were to build awareness and drive purchase intent, and it used Facebook’s custom audiences to reach users on the social network who had engaged with its games in the past.
The developer also launched a three-day pre-release campaign tapping Facebook’s page post video ads, including a trailer video and call to action aimed at U.S. men between the ages of 18 and 34.
Finally, when “Assassin’s Creed IV: Black Flag” launched, Ubisoft commissioned a Nielsen cross-platform campaign-ratings study across TV and online to determine the scale of reach and frequency of TV and Facebook advertising.
Ubisoft and Facebook revealed the results of the social network’s portion of the campaign backing “Assassin’s Creed IV: Black Flag” in the case study:
- 55 percent of Facebook’s entire U.S. male audience between the ages of 18 and 34 was reached in three days.
- 57 percent of male console owners in the same age group were reached during the reveal stage.
- Facebook yielded a 34 percent incremental reach to TV ads for the new title that ran during the same period.
- The campaign generated 7.7 million paid video views.
- Ubisoft’s cost of reaching its target gaming audience was 16 times lower on Facebook than on television.
Ubisoft Senior Vice President of Sales and Marketing, North America Marketing Tony Key said in the case study:
We know we are reaching gamers on Facebook: over 50 percent of all U.S. gamers, to be exact. Our customers consume media across multiple devices — desktop, tablet, and smartphone — and Facebook allows us to get our video assets in front of them wherever they are.
Senior Manager of Online Media Adam Krause added:
In testing a variety of marketing channels, we’ve come to rely on Facebook as a critical component for all game-launch marketing campaigns. We simply cannot reach all gamers with TV alone, and Facebook allows us to cast a much wider net at a highly competitive cost.
Readers: Have you seen any ads for AAA console games on Facebook?