We were tasked with creating an experience website to present some of the fascinating history of the period in an immersive way, whilst also delivering exclusive content and giveaways to fans.
The site we created for ‘Black Flag’ was aimed mainly at the hard-core audience but this site should be more accessible and appeal to casual fans and people new to the franchise.
As the game itself is set during the ‘French Revolution’ and it is such an iconic time period and rooted in such an historic and beautiful city we wanted a way to take users back in time to experience a taste of revolutionary Paris.
For Project Widow we decided the best tool to take people on a journey around a city would be Google Maps. With this in mind, we set about creating a narrative and a story which would transport the user through modern day Paris, with the ability to experience key sites and landmarks from the 18th century by including exclusive in-game content.
Visitors to the Project Widow site could jump straight in and experience the immersive journey (voiced by Andy Serkis) and explore all of the site content without any sign-up, making the site far more accessible to a broad audience.
We decided that incentivising sign-up by encouraging fans to share content – inviting friends to ‘Join the revolution’ – would be the simplest, as well as being the most in harmony with the idea of revolution: people coming together for a common cause.
We also wanted to tie in the ‘exclusive content’ reveal into the idea of many people coming together for a single cause, so decided that the overall number of interactions with the Project Widow site in the form of hotspots viewed, and social shares, would contribute to the revolution’s growth. Once strong enough, the content was revealed to all.