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Ubisoft details their Assassin's Creed 3 marketing approach
“It's not about doubling the investment, it's a question of communicating in advance with a lot of assets. We wanted to address and involve the consumer in advance, especially digitally. And through the marketing website to have direct contact in advance with the dev team, through our forums and community tools. To ask the community what they want and what they don't want. What they understood and what they didn't. Our goal was to involve new consumers and I think the proof is here now with the first figures we communicate, we doubled the numbers on the week one compared to last year." - Ubisoft's chief sales and marketing officer Geoffroy Sardin
Full interview here