To get Canadian gamers to dive into the world of Watch_Dogs 2, Ubisoft invited them to take on the role of actual hackers. Their mission: to hack a smart home. Live on social media, they remote operated 51 connected devices while making comments on Facebook and YouTube in real time. The highlight of the campaign? The hacking mission was broadcast live during rush hour on a huge outdoor billboard in Toronto’s Yonge-Dundas Square—a location that was chosen with care. After all, what better place than Canada’s busiest square to generate buzz and engagement on social media? By reaching consumers in such a direct way, the media team was able to take the campaign to the next level.