Social Media Campaign Series
Challenge
Tom Clancy's Rainbow Six Siege is an online FPS supported by regular content releases. Between seasons, players attention would dip, so we needed to find a way to keep them playing on a limited campaign budget with no paid ad support.
Solution
Focusing on community engagement to drive player activity, we created a suite of organic social series with a strategy rooted in deep insider knowledge of the game, enabling us to craft content that authentically reflected the game's culture and nuances.
Secret Life of Chibis
Building on the popularity of the chibi figurines from the Ubisoft store, we developed a series of cinemagraphs that gave fans a peak into what their favorite operators did on their day off. They were created using a mix of practical photography and Adobe Suite, each asset highlighted unique character insights. Here are a few examples that ran across two seasons.
Operation Locker Room
What happens in the locker room when no one is around? We developed a live-action series featuring the default character, the recruit—the most infamous (and often hated) character in the game. Through clever scripting, we transformed the recruit from a disliked character into a fan favorite, offering fans an insider’s take on the quirks and dynamics of their favorite characters through his eyes. With a limited budget, we tailored our production process and delivered a fan favorite series.
Recruit Stats Carousel
To wrap up our first season of Operation Locker Room we created a carousel featuring the recruit's gameplay stats, asking the community to comment and engage.
Brain On Siege
To reward die-hard fans who know every detail of the game world, we created a cinemagraph series that brought Rainbow Six Siege’s in-game brands to life in the real world. This series celebrated the deep connection and attention to detail that fans have with the game’s universe, encouraging engagement and a sense of community.
Stickers
On social, providing content for fans to use in their own posts is a fantastic way to increase engagement. We audited fan sentiment and created a series of stickers that infused R6 Siege with popular phrases commonly desired in sticker content in a way that felt authentic to the fandom.
Meme Siege
Meme content was particularly popular among the R6 Siege fans. We infused the trending memes at the time with some R6 lore, humor, and inside jokes. This lo-fi content bridged the gap between official content, and fan content.
Results:
My Role
As Art Director, my role included ideation of digital series concepts, art direction and hands on design work.
The Team
Jeff Earheart (Creative Director), Johnny Fornier (Editor) Jessica Muehlfeld (Jr. Art Director), Todd Iorio (Executive Producer), Josh Esquibel (ECD), Thomas Seris (CMO)
The Agency
Platform 2021