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Rocksmith
The Authentic Music Game Experience

RAN IN: United States

CLIENT
Ubisoft

Jason Covey - Executive Director

AGENCY
Midnight Oil Creative *Lead Agency

Steve Carlin - Sr. Director, Shopper Mktg.
Rachel Costa - Assoc. Brand Manager
Shane Bierwith - Sr. Brand Manager
Danny Ruiz - Director, Brand Mgmt.
Scott Sappenfield - Brand Director
Andy Simpson - Assoc. Director
Brady Watkins - Assoc. Director, Sales Strategy & Planning


SUMMARY

In 2010, music video games in which users played along to rock songs using fake instruments experienced one of the greatest crashes in gaming history. That same year, Ubisoft released Rocksmith, a music game that let's you plug in any guitar and actually learn to play. Rocksmith was faced with the dual marketing challenge of introducing a new franchise and differentiating itself from the defunct plastic instrument games. Innovative partnership with Epiphone/Gibson and a first-of-its-kind retail placement with Guitar Center helped establish Rocksmith as an authentic musician's music game.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: TV, Interactive, Print, PR, Retail Experience, Events, Trade Shows, Sponsorship, Trade Comm./Promo

Audience: Specific cultural or ethnic group

Objectives: Brand launch

Type: Business to Consumer

Classification: National

Language: English