Xbox Promo, Case study VIRTUAL V8'S by UM

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Industry Video Games/Consoles
Media Promo & PR, Case study
Market Australia
Agency UM
Released September 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: MICROSOFT
Product/Service: FORZA 3 VIDEO GAME
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: UM, Sydney, AUSTRALIA
Client Services Manager: Andrew Davis
Strategist: Tristan Burrell
Account Manager: Maura Tuohy
Media Buyer: Stacey Palmer
Account Executive: Michelle Lin
Account Director: Anna Lohe (McCann Erickson)
Account Manager: Rory O’Callaghan (McCann Erickson)
Marketing Manager: Matthew Ball (Microsoft Xbox)
Digital Marketing Manager: Drew Parkes (Microsoft Xbox)
Business Development: Pearl Chan (Grain/Pixel)
Media placement: Augmented Reality Booths - Pubs - 01/09/2009
Results and Effectiveness
With only four AR booths placed in rotation across 12 pubs for one week each, we achieved over 50,000 interactions.By identifying a digital platform where Motorsport fans could express their rivalry together, we made social networking – well, social.Also, 70% of people reached for the Holden car, versus 30% for the Ford. We can use this statistic in future campaigns to reinvigorate the rivalry.Forza 3 was the number one selling game across all consoles on its week of release and went on to sell more than 10% over set sales targets.
Creative Execution
We brought a typically ‘online’ technology to a social ‘offline’ environment.It worked like this: Drink coasters were printed with Ford and Holden Supercars from the video game, and delivered to select sport pubs across Australia. Motorsport fans could choose between the Holden or Ford coaster to pledge their loyalty to that team. They then bring the coaster to the Augmented Reality (AR) booth, and align the car with the video camera in the booth to bring the car to life in 3D on the screen. The game trailer was on a constant loop on a video screen above the AR screen with a retail end-frame urging Motorsport fans to go into store and buy the game.
Insights, Strategy & the Idea
In 2009, Forza Motorsport 3 (FM3) would be the Xbox 360’s first car racing game featuring Australian V8 Supercars.V8 Supercars aren’t like any other motorsport category; their fans are even more unique and distinct. They’re born Ford or Holden (GM) supporters and love seeing their team win, but more than that they love the banter with rival fans.It may sound like an online social media campaign would do the trick, but instead of online forums, this demographic prefer to debate their passion at the pub.So what we ran instead was an out of home social media campaign...