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Adult Swim and Ubisoft partnered in a new music project on Adult Swim called “African Swim.” This music project provided viewers with a first-hand opportunity to experience African musicians and the explosion of a new and innovative hip-hop genre coming out of Africa.

Ubisoft’s main objective was to create a seamlessly integrated experience. They wanted more than a custom promotion – they wanted a custom partnership that used a 360° approach to give both Far Cry 2 and Adult Swim consumers the most robust experience possible.

The program included the following:

•A :45 custom spot promoting “African Swim” that featured Far Cry 2messaging
• Custom “African Swim” online section with a free downloadable album of all-new songs and free downloadable cover artwork
•Four short-form online content pieces featuring Adult Swim’s interviews with African musicians
• Two short-form online content pieces featuring Far Cry 2video game footage and Ubisoft’s live- action footage from Africa
•Multi-targeted PR campaign, including Sony PlayStation support

This first-ever Ubisoft/Adult Swim partnership delivered a high concentration of the elusive M18-24 and M18-34 demo - a sweet spot for both brands.

Contributors:

Creative Director:	Jason DeMarco
Senior Vice President, Strategic Marketing & Partnerships:	Jill Shields

CARTOON NETWORK

Location: USA