Xbox360-exclusive title, Forza Horizon is to launch on Friday 26 October supported by a full through-the-line marketing campaign including digital and out-of-home promotion.
To drive consumer awareness Microsoft has paired with UM London to create a campaign which mimics the premise of the game, taking fans on a festival road trip of their own through stand out media.
Online and out-of-home promotions will include a competition where 350 winners will receive tickets to ‘Forza Horizon Festival’ – an exclusive gig at London’s Fabric, featuring DJ Fresh, Ms Dynamite and Skepta on the eve of the game launch.
Following the festival, videos and artist performances will be available for streaming in November via the Xbox Live app and Last.fm Originals.
Laura Disney, product manager at Xbox, commented: “We wanted an original campaign that would appeal to Forza Horizon fans’ passion for music, so we teamed up with some of the biggest stars of the moment and recreated a Forza road trip so fans could go and see them live.
“We’ve been working hard with our agencies UM, McCann and Rapport to deliver what we hope will be an original, immersive experience.”
Business director at UM London, Rory Behram, added: “Xbox fans love to have ‘something extra’ and they love to feel immersed in the excitement around new game launches. That’s why we planned this strategy around a media road trip, giving our audience exclusive content, a new media experience and a one-of-a-kind gig at the end of it to reward them for their involvement.”