UBISOFT: CSI DEADLY INTENT VIDEO GAME

For the launch of Ubisoft’s latest CSI title, we wanted to create a site experience that would engage casual viewers of the show, as well as devoted fans. So instead of building a basic brand site (product info and media), we used incentives to draw consumers into the brand experience, creating a 2-phase promotional game featuring dozens of randomized murder cases.

The Instant Win Investigation targeted casual viewers, letting users collect evidence in a different 3-D crime scene daily for a chance to instantly win official CSI merchandise. More devoted fans could then try and catch the killer to earn an entry in the Solve the Case Sweepstakes — a trip to Las Vegas and tour of the CSI Experience at the MGM Grand Hotel Casino, guided by a writer from the TV series.

Throughout the promotion, the site had over a 60% return rate, with one in every three visitors returning to play 9 or more times. Visitors on average spent more than 5 minutes on site, with total pageviews exceeding 4 million and an average of 12 pageviews per user.