Ubisoft R6

Viral Nation onboarded four gaming-lifestyle influencers to visit Ubisoft HQ in San Francisco to test out the new A.I feature in Rainbow Six: Siege. To the influencers’ surprise, The “A.I” turned out to be voiced by Zane Hijazi, who was located in the next room. Zane started as a helpful AI assistant, but as the game progressed, he became increasingly sassy. Cameras captured the influencers confusion, and then surprised reactions when the AI voice was revealed.

The Goal

  • Generate hype and awareness towards the new season of Rainbow Six: Siege while also targeting both the gaming and lifestyle audiences to broaden the current demographic of players.
  • Successfully prank 4 influencers in an onsite production.

The Strategy

  • Orchestrate an onsite production which leverages 5 influencers in a prank style activation to highlight both the difficulty and camaraderie of the game
  • Notify only 1 influencer (“AI”) of the true strategy, while the other 4 influencers were not privy to all details
  • Activate 5 influencers to create 5 different YouTube videos, each from their unique perspective.

Viral Nation onboarded four gaming-lifestyle influencers to visit Ubisoft HQ in San Francisco to test out the new A.I feature in Rainbow Six: Siege. To the influencers’ surprise, The “A.I” turned out to be voiced by Zane Hijazi, who was located in the next room. Zane started as a helpful AI assistant, but as the game progressed, he became increasingly sassy. Cameras captured the influencers confusion, and then surprised reactions when the AI voice was revealed.

7.2 M
TOTAL VIEW MINUTES
3 M
TOTAL INTERACTIONS
2.5 M
TOTAL VIDEO VIEWS

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