We brought the idea to life as a three-part interactive documentary to create meaning, impact and engagement. Only in digital could we tell the emotional story of Mario Andretti’s humble beginnings while also allowing consumers to take part in the journey.

The documentary had three chapters:

1. Mario’s journey to becoming a race car driver.

2. A live restoration of a Hudson Hornet where viewers could interact with the mechanics.

3. Reuniting Mario with the Hudson Hornet & putting the car into GT6.

Throughout the experience, people could share their own first loves and learn more about GT6.

GT6, a PS3 exclusive game, launched at the same time as PS4, Xbox One and other next-gen games. We had to rely on earned media to break through. The GT6 First Love campaign did that. We earned 133 million impressions and attracted 406K unique visitors within a month.

The campaign also jump-started sales. GT6 was the highest selling exclusive PS3 title after its December 2013 launch.

The campaign created brand-love by providing a unique experience for the gamer. We put Mario Andretti’s first racecar, the Hudson Hornet, into GT6. 27% of all GT6 owners drove and competed with the Hudson Hornet.