Schick has tried game tie-ins before but it just launched its biggest effort to-date with a promotional partnership with Ubisoft’s Assassin’s Creed IV: Black Flag. The Energizer-owned razor maker is introducing a version of its Hydro razor that includes free downloadable content for the upcoming game. To announce the promotion, Ubisoft gave Schick a high profile presence on the replica Jackdaw pirate ship it sailed into San Diego Bay for Comic Con, where it gave willing (and presumably scruffy) visitors free shaves courtesy of a crew of professional barbers.

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“Comic Con seemed like the perfect opportunity to announce the partnership,” Schick brand manager Stefanie Weintraub told [a]list daily. “Last year, Schick Hydro debuted the Hydro Power Select razor at the Consumer Electronics Show in Las Vegas. In order to demonstrate the razor’s unique innovations, we offered consumers and media custom shaves by professional barbers at the Schick booth.”

Weintraub added, “We know that Comic Con is another busy, crowded convention, and wanted to offer event goers a chance to get off their feet, relax, and receive an excellent shave with our Schick Hydro 5 razor. Consumers loved the program — in total our two barbers did more than 200 shaves in just two days, more than they typically do in an average week.”

Schick isn’t a stranger to video game promotions. It started dabbling in the gamer segment with Kuma Reality Games’ 2006 title DinoHunters, where an extensive co-op promotion had Schick product placement in the game, and had the companies partner on a series of online videos. Pairing up with Kuma, who has had more controversy than hit games and is best known for bringing the bloody battle for Fallujah in the Iraqi war out as a game, may have nicked Schick. It wasn’t until two years ago when the brand gave it another go with game promotions, offering free DLC with Schick product purchases for Sony’s Gran Turismo 5, Killzone 3 and Infamous 2.

Weintraub sees gamers as a great segment for Schick to target, and seems to hint that the Assassin’s Creed IV campaign may be a sign of more to come.

“As a brand, Schick has always targeted the areas we see as men’s passion points. For instance, with our series Clean Break on Fuel TV, we connected with guys through travel, adventure, and extreme sports. We know the guys who use Schick are also passionate gamers,” she said.