For Ubisoft’s Watch Dogs 2, Bleublancrouge tapped into the theme of the game and let gamers feel the thrill of real-life hacking. The team created a fictional evil tech company that built connected homes, as well as a hacker community called the Dedsec Resistance, inviting wannabe hackers to use social media to infiltrate the company’s website and marketing campaign. In real-time, the brand broadcast the experience on Facebook Live and on billboards in Toronto’s Yonge-Dundas Square using Cieslock Media’s live display technology. Ubisoft’s influencer network was also tapped to share the video of the stunt on their social channels.