Forza has had enormous success bringing together fans of both gaming and real-life car racing.

Our idea was to take this a step further and blend these worlds like never before, by partnering with Ford Motors (and their head office in Detroit) and introducing their racing stable of cars including the Ford GT and Ford Falcon FG X cars into the game in a new and exhilarating way.

The Ford GT was the perfect model to get our fans pumping with excitement.

Inspired by the iconic Ford GT40, Ford released an updated GT model in 2005 and were ready to release a stunning 50th anniversary model totally revamped by Ford’s design team but not available to the public until 2017.

A partnership with Forza Motorsport 6 would mean the game was the first opportunity fans would get to experience the highly anticipated new model – and we wanted to leverage this across

Timeline:

June - October, 2015

Placement:

This campaign went to the next level and coverage was highly integrated across all platforms: Xbox.com and Ford.com, Xbox and Ford social media channels, extensive publicity, retail, in-game, television commercials, exclusive events, on-track branding and sponsorships at Bathurst and Le Mans.

Scale:

Globally across all 40+ countries in which Xbox is sold.

The campaign was a thundering success for both Xbox and Ford, achieved extraordinary cut-through and accomplished its key goal of turning car lovers into game lovers and game lovers into car lovers.

- Forza Motorsport 6 was the #1 digital racing launch in Xbox history

- 700 media clippings globally

- Xbox owned key moments of the 2015 Bathurst 1000 race, which was broadcast to the world

- $2.6 million in earned media for the Bathurst 1000 race (exceeding client objectives by $600k)