Context

10 years after its release, Rainbow Six Siege is undergoing a revolution. With new content, new game modes and improved gameplay and graphics, Ubisoft announced Rainbow Six Siege X at a major live event in Atlanta. For 2.5 hours on Twitch, YouTube and TikTok, 48 content creators from around the world played Siege X live, followed by in-depth explanations from the dev teams about this huge update.

Challenge

Promote the Siege X Showcase to current and lapsed R6 players before, during and after the event on social media platforms.

Our Approach

1 - Rainbow 6 Siege X is a big deal This showcase is a huge step for the brand. It was important to be seen by as many people as possible. Beyond the active community, we had to grab the attention of former players, while also positioning Siege X toward shooter players as a major FPS title for years to come. At the same time, we also had to communicate clearly about the update’s new features in a way that fit each platform’s native voice.

2 - TikTok first We focused our strategy on TikTok (with adaptations for Instagram), which is the platform best suited to sharing short, snappy content to a wide audience. We alternated between organic posts and content that was more marketing/product focused.

3 - Quantity and reactivity As the Siege X Showcase was a live event, we were able to capture the live atmosphere and react quickly to big announcements thanks to our on-site camera crew and editors. To make the biggest impact, it was important to broadcast a large number of posts during the Showcase stream in order to take full advantage of the attention Siege X was getting on social. The flexibility of the production meant we could film, edit and deliver a lot of content no matter the subject: on-site atmosphere, fan interviews, feature announcements, beta details, etc.

Conclusion

• 600K current viewers on Twitch 2 minutes after the start of the show
• 20+ posts on Instagram and TikTok before/during the event, including 9 shot, edited and delivered on-site
• 4.2M views and 227K likes