Ubisoft
Rainbow 6: Siege X
Creator Rumble
Saulderson partnered with Ubisoft to promote the launch of Rainbow Six Siege X as a free-to-play title, re-engage lapsed players, and attract new audiences through a large-scale UK and Nordic creator tournament with the aim to deliver 104k watch hours across all streams.
The Challenge
We were tasked to generate 104,000 watch hours by activating UK and Nordic content creators to promote the launch of Rainbow Six Siege X.
Our objectives were to attract new and lapsed players by showcasing the gameplay and updates in Rainbow Six Siege X, drive awareness that the game is now free to play, and create buzz through a creator-led tournament, featuring competitive and entertaining content designed to boost engagement and drive downloads.
To achieve this, we used exclusive talent and talent from our wider network to engage the right types of audiences by bringing them all together on teams, using a simple drafting system.
The Solution
We decided to partner with creators in the UK and Nordics who stream across YouTube and Twitch predominantly, while coupling in a live broadcast from an online studio on the Ubisoft main channel.
We selected creators known for competitive shooters like Marvel Rivals, Valorant, and Call of Duty, where audiences are most likely to convert into Siege players, or have previously played the game at some level.
In order to anchor the entertainment with high-stakes and a competitive element, as well as to give the viewers the feeling of having skin in the game, we chose to provide creators with relevant prizes for giveaways (in-game currency, gaming peripherals) to drive audience participation, encourage then to download the game and maximise stream engagement.
The Result
With 42 creators, 141 streams, 135,846 total watch hours, 72 social posts, and 13,171 clicks; the campaign overperformed on a number of key metrics.
Variety Creators on top - Variety creators overperformed by 115% in comparison to their estimated watch hours. Many streamed well over their contracted hours with a total of 78 hrs between the 7 in this category
Massive Engagement from the Siege community - The Captains of each team saw viewership rise by 187% on average (excluding Girtania 700%) showing just how much the Siege community enjoyed this creator tournament, if only to watch Girt ace noobs.
