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Case Study: Sports Stars Activate Assassin's Creed Launch


With a unique and complex brief, Ubisoft and their PR agency, Thrive PR, turned to PickStar to find sports stars to activate the launch of the company's highly anticipated game, Assassin's Creed Odyssey.


Client:

Ubisoft with PR agency, Thrive PR

Talent:

Sam Kerr, Matildas star

Paul Gallen, NRL legend

Adam Reynolds, NRL star

Brief:

Sports stars participate in an obstacle course in Sydney CBD, talk about the activation on social media and other mainstream media opportunities.


Connecting with PickStar

Assassin's Creed Odyssey is the latest instalment 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 was specific. The event date was also a challenge, at the end of footy season when a lot of talent were 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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