Xbox One creates outdoor gaming challenge to promote Forza Horizon 2
Xbox One has supported the launch of open-world racing game Forza Horizon 2 with an outdoor gaming challenge at Manchester’s Piccadilly station.
The best Forza players won a free copy of the game
The campaign, by Dentsu Aegis Network, which ran from 8 to 10 October, challenged participants to set their best score on a single lap of the game, with all the race action and results being streamed live on the giant transvision screen at the station.
Kuran Kapoor, product marketing manager at Xbox Games said that the idea was created to “showcase the quality of the game”.
“Consumers will not only get to play Forza Horizon 2 on the Xbox One but also have the opportunity to win great prizes, from copies of the game to Xbox consoles. Coupled with the geo-targeting and influencer support we are set for a fantastic experience to complement the wider Forza Horizon 2 marketing campaign.”
Every 30 minutes throughout the three day event, the person with the highest score will win a copy of the new Forza Horizon 2 game, with the overall top scorer each day winning an Xbox One console.
Consumers were driven to the event through geo-targeted Facebook ads targeting core audiences in the Manchester area, a location that was identified as having a significantly high proportion of Xbox owners.
Toby Foy, Xbox associate director for Dentsu Aegis Network, added: “We wanted to show consumers that Forza Horizon 2 is different to other driving titles. Giving them the opportunity to experience the game is one of the most compelling ways to do this. Executing the initiative within a busy station allows us to engage an audience beyond our core consumers, while the incorporation of the transvision screen ensures even those not playing will see the game in action.”
Further social and PR activity was handled by Edelman.