Cannes Lions

NEED FOR SPEED - PRO STREET GAME

LEE & DAN SPECIAL PROJECTS, London / EA GAMES / 2008

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Target gamersRaise awareness of street-racing Link this to popularity for the game franchiseAchieve 250,000 playsDocumentary-spoof of 'Need for Speed' obsessed street-racing rivals with in-game humour to inspire debate around whether the film's was user-generated.

Distributed across entertainment sites and also endorsed by key forum editors/ bloggers because of its reality-spoof execution. Millions therefore discovered it and were driven to the website via the end-frame url.

Results (2mths)Viral Reached 101 countries 3.2M+ plays Website 535,000 unique IPs Delivered 24,892,534 content items8TB data transferred Average time spent 3.26 minutes42,000+ hours viewing time

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