We presented potential gamers with virtual and real versions of SHIFT and NITRO to demonstrate the games’ differences and improve their public perception. We used a three-phased Need for Speed tuning duel – THE BATTLE – parallel to the release to effect this “transformation”.

THE BATTLE campaign employs entire communication spectrum 1. Online platformThe central communication platform was the dedicated BATTLE portal http://needforspeed.com/web/nfs-de/the-battle. Users could track and help shape the garage duel 24/7 for five weeks via 4 different cameras.2. Online mediaThe broad-based online media campaign involved relevant gaming sites and target group-friendly environments. Alongside a broad print campaign, TV spots ran for two weeks.3. PR, classic media and eventsLinking THE BATTLE platform with social media measures, PR, brand and media collaboration and integration into shows and events was crucial. A highlight was the one-hour documentary, THE BATTLE, aired on German men’s TV station DMAX.

Media collaboration -MTV: N/S -Radio: 1.2 million contacts -DMAX: 0.5 million contacts from broadcast. First TV format generated from an Internet format and based on a video gameEvents-EA showgrounds (Essen Motor Show): 220,000 stand visitors -Mando Diao gigs: 50,000 visitorsOnline media -128 million contacts-Chats: 100,000-Session length: up to 8 hours-Video views: 650,000Classic media-TV contacts: 38 million contacts within target group-Print contacts: 20 million within target groupPerformance values-Sales up by 4%-Sales of SHIFT for PlayStation 3 up 50%-German “Need for Speed” website the most-visited page on needforspeed.com network