EA SPORTS F1 23

Inviting players to dare join the race before the first Las Vegas GP.

Challenge

How can we strategically combine the excitement of Black Friday—a time of high consumer activity—with the exclusive availability of the Las Vegas GP track in the game, creating a powerful value proposition that encourages players to engage and make purchases?

Solution

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.

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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.

  • 7.6K Social Conversation
  • 12.9M Video Views (YT) 
  • Sentiment Benchmark 85.4
  • Installs +76% above forecast
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Repositioning an MVNObrand

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