“First Love” the interactive social documentary, shared the story of racing legend Mario Andretti, and the car that started it all: a 1948 Hudson. Viewers followed Mario’s journey to becoming a racecar driver, interacted with the mechanics during a 5-day live streaming restoration of the Hudson, watched Mario reunite with his first car, then saw how his Hudson was recreated in GT6 for everyone to race.

GT6 was the highest selling exclusive PS3 title after it’s December 2013 launch. The "First Love" campaign was featured in news outlets across the country, garnering over 133 million earned media impressions. And with the car now an actual vehicle in the game itself, the Hudson has been downloaded over 500,000 times and gamers have already clocked over 5.8 million miles in Mario Andretti’s First Love.

During the highly publicized PS4 launch, we were tasked with launching the latest racing game in the Gran Turismo franchise, GT6, on the last generation console, PS3. The goal was to get casual gamers and racing enthusiasts to play the game while still appealing to hardcore GT fans. Our insight was even the greatest racecar drivers have humble beginnings.

“First Love” was a 30-minute, three-chapter, interactive social documentary that shared the story of racing legend Mario Andretti, and the car that started it all: a 1948 Hudson. In Chapter 1, viewers followed Mario’s journey to becoming a racecar driver. Chapter 2 featured the first ever, live social rebuild of a racecar where viewers interacted with the mechanics over five days. In Chapter 3, viewers watched Mario reunite with his first car, then saw how his Hudson was recreated in GT6 for everyone to race.