CASE STUDY: How NDL found the world's fastest driver for XBOX

Provided by NDL
NDL manage a global competition to help XBOX find them the world's fastest driver.
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What was the Challenge / Background of the Campaign?

To celebrate the launch of the Forza Motorsport 6 game, XBOX asked us to manage a global competition to help them find the world's fastest driver by mobilising global gamers from the UK, Germany, France, USA and Canada, and bringing them together for an exclusive race event in Austin, Texas.

What was the Campaign Objective?

- Launch the Forza Motorsport 6 game across the UK, France, Germany, USA and Canada - Create an exclusive race event in Austin, Texas - Manage a global competition mobilising winning gamers from 5 countries within a 2 week deadline.

What was the Solution?

To qualify for the race, gamers were asked to download the demo and race their fastest lap. The top scorers from each country battled it out in the Forza Fuel Challenge at the Circuit of the Americas in Austin, Texas, and the top gamer raced against a pro driver. The campaign pitted each country against one another, with an XBOX influencer from each country as team leader. Teams consisted of the two quickest racers, one winner chosen at random and a social media winner.

What were the Results?

"Forza Fuel is a very ambitious campaign and the NDL element was particularly complex and challenging. The team there were really positive, collaborative and efficient in their work. To find 22 winners from 5 countries and have them on flights to Austin, within a few days, is a real achievement. In addition, the attention to detail right from the contacting process to the management of the fans on the trip was been incredible. This was relayed to me by the fans themselves, which is a great accolade." Daryl Costello, Head of XBOX EMEA

What were the Key Learnings of this Campaign?

The biggest challenge in managing this global competition was time - we had just two weeks to recruit all the teams across the five countries, and were responsible for managing all winners, organising and holding the flights (making last minute name changes), transfers, hotel and on the ground chaperones for the winners.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsPlease contact NDL for details
16 - 24
25 - 34
35 - 44
Male
ABC1
C2
ONLINE
SOCIAL MEDIA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL, GLOBALAll YearBUILD AWARENESSBRAND STRATEGY
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