Dojo of Pain: Viral Marketing Program for Ubisoft’s Red Steel

Red Steel received tremendous buzz and excitement from its 2006 E3 coverage and Ubisoft aimed to rekindle and leverage that enthusiasm by developing an online program that would serve as a creative outlet for the game’s enthusiasts.  The program strategy involved three core elements:

• Release control of the marketing message
• Play on their turf
• Leverage the story of the game in the marketing experience