Turning mega trolls into super fans
Watch Dogs
Challenge
Ubisoft was facing record-low engagement and neutral sentiment on their demo and educational content. Gamers are the most cynical audience on earth — they've seen every trick, and they hate being marketed to. How do you educate them on game features without turning them off?
Solution
We worked with gamers to understand how they actually like to learn: delivery and atmosphere are everything. So we created "Watch Dogs: Legion 101", a comedic classroom series where quirky characters became the features themselves. Instead of dry product demos, we made intricate gameplay mechanics relatable and genuinely entertaining.
Results
96% positive sentiment, turning the most cynical trolls into beloved fans.
64% increase in video completions and shares
Became Ubisoft's template for educational content across all future AAA titles
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