LAS VEGAS SHOWRUN
Daring players to join the race before Vegas lights up.
Rallied players worldwide to take the wheel—driving early engagement and hype ahead of the Las Vegas Grand Prix debut
CHALLENGE
Black Friday meets Grand Prix
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
Virtual race before the real race
We created a special invitation for people to join the Las Vegas GP race online highlighting the unique exprience: anyone would be able to race on the new track before the pro drivers.
Complemented by content that connected authentically to the sport—with pro drivers showing the track in the game, a unique event competition to broaden reach, and a special discount offer during the week.
Extended a key commercial moment into a week-long campaign
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
A Custom Design System
A custom visual identity to elevate the moment and make the celebration stand out extending a key commercial moment into a week-long campaign.
OUTCOME
Converting hype into engagement
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.
7.6K
Social Conversations
12.9M
Video Views on YouTube
85.4
Sentiment Benchmark
+76%
Installs above Forecast
COMPANY
EA SPORTS
YEAR
2023
ROLE
Brand Marketing Ceative Strategy
Contact
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© Alexandre MEYER