GT6 First Love

A socially-driven, interactive film that tells the story of Mario Andretti and the car that started all.

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By: Bartle Bogle Hegarty , Tool of North America , Sony Computer Entertainment America

Brand: PlayStation Gran Turismo

The Story

Marketing for PlayStation's Gran Turismo typically touted the game's technical superiority as a way to appeal to driving simulator enthusiasts. Our challenge for the launch of GT6: boost sales by recruiting new gamers while staying true to the authentic racing experience. To do so, we created the First Love campaign, a film that showcased the humble beginnings of legendary racecar driver Mario Andretti and his first love, a 1948 Hudson Hornet.

  • Image of campaign
  • Image of campaign

Using digital, we created a three-part documentary detailing Andretti’s road to greatness and housed it on a dedicated website, where fans could also share their own meaningful car memories. Fans could also follow and interact with a team from Polyphony as they rebuilt the classic car with suggestions from the viewers. The car was then scanned and made into a playable experience within GT6.

The Technology

The Results

GT6, a PS3 exclusive game, launched at the same time as PS4 and Xbox One, so we relied on earned media to break through the chatter. The GT6 First Love campaign did just that. Digital helped us connect with a new audience via longform content, get consumers to consider the brand via deep engagement, and earn brand love via an in-game integration. In the end, we earned 133 million impressions and attracted 406K unique visitors within a month.

  • #1

    Selling exclusive PS3 title since its December launch

  • 27%

    Of all GT6 owners competed in a Hudson Hornet

  • 5.8

    Million miles driven in one month with Mario’s Hudson Hornet

Launch Date Nov. 25, 2013

The Team

  • Bartle Bogle Hegarty
    • John Patroulis
      Chief Creative Officer
    • Ari Weiss
      Executive Creative Director
    • Justin Booth-Clibborn
      Head Of Integrated Production
    • Kristen Koeller
      Agency Producer
    • Jan Jaworski
    • Evan Benedetto
    • Victor Roa
    • Georgie Gooley
      Account Manager
    • Mark Williams
      Account Manager
    • Mike Mueller
      Account Executive
    • Sarah Watson
      Chief Strategy Officer
    • Angela Sun
      Brand Strategist
    • Julian Cole
      Head of Communications Strategy
    • Ben Zoll
      Communications Strategist
    • Kelly Bignell
      UX Designer
    • Sean McGee
      Business Manager
  • Tool of North America
    • Ben Tricklebank
    • Brian Latt
      Managing Director
    • Oliver Fuselier
      Executive Producer
    • Dustin Callif
      Executive Producer Digital
    • Bryan Thomas
    • Steven Steiner
    • Norma Kwee
      Digital Producer
    • Justin Gurnari
      Director of Photography
  • Sony Computer Entertainment America
    • Guy Longworth
      Senior Vice President
    • Asad Qizilbash
      Sr. Director
      Brand Marketing
    • Mike Webster
      Director of Brand Marketing
    • TJ Consunji
      Sr. Brand Manager
    • Ken Chan
      Brand Manager
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