Cannes Lions

VIDEO GAMES

CROSSPR, Dusseldorf / EA GAMES / 2010

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Overview

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Credits

Overview

Description

In autumn 2009 the racing games world was turned upside down. After 15 years, Electronic Arts launched two versions of their classic Need for Speed computer game –SHIFT and NITRO. Our brief was to communicate the specific characteristics of each game and transport the virtual differences to the real world.The solution: 'THE BATTLE! SHIFT vs. NITRO!' Germany’s biggest tuning battle! Two teams of mechanics, two cars, one garage – with the fans on board all the way. Five weeks of 24/7 live streaming first, a road show, and the grand finale at Germany’s biggest tuning event, the Essen Motor Show.SHIFT and NITRO were publicised with a range of completely new live online tuning events and was networked with a blaze of online, branded entertainment, PR and social media, combined with collaborations including integration of shows and events.Close dialogue between brand and target group and effective networking of all measures delivered optimum results: the gaming and motorsport community was captivated by THE BATTLE for 12 weeks. During this time, no other campaign was so talked about, or managed to keep users glued to their computers for up to eight hours at a time.

Execution

Phase I (13.09.-16.10.2009):Two teams of mechanics spent five weeks tuning two cars in a Berlin garage. The SHIFT team transformed the Audi A4 into a racing car; the NITRO team converted a VW Beetle into a hot rod. Users were able to track the garage duel 24/7 live on http://needforspeed.com/web/nfs-de/the-battle.

Prime Time at 7 pm with news, mini-BATTLE and music performances guaranteed constant interest and high viewing figures.

Highlight: The garage gig by Mando Diao.Phase II (17.10.-27.11.2009):After the garage phase the tuned cars had weekly duels on the road. Videos of these streetfights were broadcast on the BATTLE website and on YouTube, and fans could continue voting. The two cars also went on tour through Germany with Mando Diao.Phase III (28.11.-06.12.2009):The grand finale of THE BATTLE was at the Essen Motor Show. The final vote in the showgrounds chose the SHIFT team as the winner.

Outcome

For 12 weeks THE BATTLE captivated the German gaming and motorsport community. During this time no other campaign managed to involve users to such a degree, dissolve the boundaries between virtual and reality, and keep fans glued to their computers for up to eight hours every day.Online reporting by 108 media achieved around 586 million visits and over 6 billion page impressions.Over 1.5 million video views of the live stream on needforspeed.de with sessions lasting up to 8 hours.Around 80,000 video views on YouTube; approx. 500 fans and 110 albums on Facebook; more than 600 followers and 500 tweets about the BATTLE on Twitter.Expanded circulation of just under 600,000 in the print area with a reach of just under 1 million contacts.- Approx. 1.3 million radio listeners.- One-hour documentary 'THE BATTLE' on DMAX TV had just under 200,000 viewers.

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