Mobile game developer and publisher Gameloft ran a marketing campaign with Best Buy, Verizon Wireless and Ubisoft for the launch of Assassins? Creed 2.

The campaign involved the promotion of the mobile and console game in collaboration with Best Buy, Verizon Wireless and Ubisoft. In the mobile game, Gameloft incorporated a chance for people to unlock an exclusive free skin to be used in the console version.

?The mobile game demographic is action-adventure fans ages 12 and up,? said Baudouin Corman, vice president of the Americas at Gameloft, San Francisco. ?What?s really great about the mobile version is that it?s very easy to pick up and play, regardless of whether you are an experienced gamer or novice.

?It?s accessible to all types of players,? he said.

Killer push
Gameloft placed credits to Ubisoft, Verizon and Best Buy in game and will promote the pre-order available at Best Buy for the console game.

Verizon Wireless included Gameloft branding in all of its in-store signage promoting the game, as well as email and SMS blasts.

Verizon got a two-week exclusive release of the game before it was made available to other carriers.

Ubisoft issued a preorder call-out offering those who purchased the game at Best Buy an exclusive map within the mobile game.

Verizon was also a sponsor of the preorder exclusive map that was offered at Best Buy.

All messaging by Gameloft, Ubisoft and Verizon during the preorder period promoted this exclusive content.

Verizon also got branding on in-store Assassin?s Creed 2 merchandise.

All marketing done by Gameloft for the mobile version had a call-out to the console version of the game and included box shots. This included print, online, mobile game Web sites and Facebook tabs.

Marketing done by Ubisoft included a call-out to the mobile game, including a call-to-action asking consumers to text a keyword to a short code for download instructions. This included print, online and a Twitter game.

On all of its ads, Ubisoft had a logo stating that the game is also available on mobile phones.

For Gameloft, the call-to-action was ?Text CREED2 to 82174 to play now!?

Marketing by Verizon included a call-out to the console version of the game and its availability at Best Buy. This included print, television, an SMS blast and a newsletter.

The mobile game does not contain any advertising. The price for Verizon Wireless subscribers was $6.99.

Skin in the game
By buying the mobile game, users were able to unlock a code for an exclusive Ezio skin playable in the console version of the game.

When consumers purchased the game on their Verizon phone, there was a link in the mobile game menu called ?Get Free Skin.?

This link generated an exclusive code that could be entered into the Xbox360 or Playstation 3 console version of Assassin?s Creed 2.

?Without giving away too many details, consumers can enter this code into the Extras menu of the console version and at a certain point in the game, they are rewarded with their free skin,? Mr. Corman said. ?Players have to explore the world of Assassin?s Creed 2 to find the skin, though.

?We think a little challenge will be all the more rewarding in the end,? he said.