A race before the race

EA SPORTS F1 23

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

Challenge

How can we leverage a unique commercial moment in the year (Black Friday), and at the same time, promote the fact that we have the Las Vegas GP track in the game available even before the real drivers are able to compete?

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.