The Crew Calling All Units

The Crew Calling All Units, featuring a Mercedes-Benz GLC Coupé, is the latest expansion for Ubisoft’s PC- and Console game. Second only to The Crew Wild Run, Calling All Units is an extremely popular open world racing game that was released on 29 November 2016 for Xbox One, PlayStation 4 and Windows PC.

Originally released in 2014, The Crew is a multiplayer racing game played in online modus. The newly released expansion offers a completely new storyline in which players can become Zoe, an elite police officer tasked with stopping illegal street races. Zoe can choose from among a variety of police vehicles for completing her mission, including the GLC Coupé. At the same time gamers can choose to play on the other side of the law and take over the streets of the US.

The Crew Calling All Units expansion thrills players with 12 new missions; the missions allow players to test their cars on a variety of road conditions, challenging them to develop successful strategies for escaping the police or in the role of police officers to impede the races. LOCAVI, acting as Branded Entertainment agency on behalf of client Mercedes-Benz, arranged for the integration of the GLC Coupé in the game and was responsible for organizing associated branded PR-activities surrounding its release.

Copyright Notice:© 2016 Ubisoft. All rights reserved.

Marketing Objectives

Brand and Product Integration

PR and Marketing Activities

Locavi's Contributions