The original Rocksmith guitar video game sold 1.5 million copies when it debuted in 2011. But for its sequel, Rocksmith 2014, French video game publisher Ubisoft wanted to reach a much larger audience of people who want to learn to play the guitar.

It turned to Nomadic, a digital creative agency that helped with the marketing of Ubisoft’s phenomenally successful Just Dance game series. The work they did together is a textbook case on how to broaden the audience for what could be a narrow-interest entertainment product. The campaign came about by looking at the market in a different way. If the marketers succeed, they’ll convert the market from fans who played Guitar Hero-style games with faux guitars to fans of Rocksmith, which works with real guitars.