Las Vegas Showrun

Daring players to join the race before Vegas lights up.

Challenge

Strategically fuse the hype of Black Friday with the exclusive in-game debut of the Las Vegas GP track—turning peak consumer momentum into a compelling reason to play and purchase.

Approach

A unique virtual race before the actual race. We created a special invitation for people to join the Las Vegas GP race online, complemented by some core content.

This content allowed us to connect authentically to the sport (with pro drivers showing the track in the game), a unique event competition that helps us broaden our reach, and a special discount offer during the week. See the main video on F1 YT channel.

Announcement video

Social clip / Daniel Cormier x Cameron Jordan

Max & Joshua collab to expand reach

Daniel Ricciardo shared a First Look at the track in the game ahead of the event & GP

Extended a key commercial moment into a week-long campaign

A custom brand design to elevate the moment and make the celebration stand out.

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Outcome

Successfully positioning the Las Vegas GP track as a key driver of engagement during Black Friday, transforming a commercial holiday into a celebration of exclusivity and first-to-market gaming experiences.