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.

Launch the campaign
Published
February 2014
Topics

    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.

    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