This branded entertainment program on Spike TV was a perfect extension of the gaming audience who play the Sony Playstation Gran Turismo game. 90% of viewers felt GT Academy was well-matched programming to Spike TV. As gamers who are used to no interruption during gaming entertainment, 87% felt the format, with minimal commercials, was appealing. Research showed that there is even greater partnership potential with Sony if the GT Academy program were pursued for a third season.

While there was a full media campaign around the GT Academy show and game, content drivers for the Pit Pass second screen execution were much more organic. Meant to be an interactive and social companion experience while watching the television series, viewers were directed to the second screen through snipes appearing on the first screen during episodes and through Facebook posts before and during each episode. The experience worked seamlessly with Facebook. Each piece of content would have it's own post on the GT Academy Facebook page and every comment originally posted there would feed through into the second screen.

Pit Pass was a piece of the larger GT Academy Season 2 program in partnership with Spike TV and Sony. As a reality competition, this campaign drove 1.1m downloads of the game worldwide which were narrowed down to 16 finalists brought to Silverstone racetrack in the UK and eventually 1 winner whose dreams of becoming a professional race car driver came true. It was wildly successful with participants and almost as exciting for viewers, with 86% rating the show positively.

The program had episode viewership of 1.2m and roughly 10,000 of those were actively engaged with the Pit Pass second screen experience and 21% viewing the videos online. There was an average of 5.6 interactions per visit and almost 3' of time spent per visit, showing a much deeper level of engagement than was previously possible. As well, 13% of viewers chose to share in social channels while watching the episodes, leading to a strong increase of fans on Facebook.

From a brand perspective, the GTA program was an opportunity for Nissan to interact with gamers and strengthened Nissan's brand perception in every category.