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Innovative media strategy

The goal was to raise awareness for the new PlayStation 3 rally racing game Motorstorm by connecting with a key target demographic of 14-29 year old males and motorsport fanatics.

The campaign strategy led with the highly targeted programme sponsorship which would appeal to the relevant audience, including ‘Gumball 3000' - the ‘unofficial race around the planet' and ‘Motorvision', the leading German automotive programme.
During the programming, branded virtual driving and wing mirrors appeared on screen, crossing the boundaries between the world of broadcasting and the world of gaming; echoing the real-life experience that Motorstorm delivered to the gamer.

Creative execution

Working in partnership with the sponsorship of ‘Gumball 3000' and ‘Motorvision', game footage with logo sign-off was framed within these virtual driving mirrors layered onto the programme's editorial.

These mirrors appeared at appropriate times during rally footage across the programming for 7 seconds each time; long enough for clear recognition, but discreet and short enough not to annoy.

Target Audience

In addition to introduction of the virtual mirror innovation into programming central to the core target's passion for motorsport, there was promotion in gaming, motorsport and music magazines.
This was complemented by online activity including advertising on www.sport.de and www.giga.de Motorstorm was also promoted in cinemas and via television spots delivering a true multimedia event and recognition of the 7 second sequences by the target audience of males aged 14-29 and motorsport fanatics.

Effectiveness

Over 70,000 games were sold, making Motorstorm the second most successful launch for PlayStation 3.

With an investment of €37,000, the 7" inserts ensured the campaign raised an extraordinary level of awareness making a decisive contribution to Motorstorm becoming one of the most popular PlayStation 3 games for 2007.