Honda inks deal with Microsoft for Xbox gaming take-over
Honda has launched an interactive gaming campaign on Xbox to promote its Civic Type R, in a deal which will see the car marque take over #XboxUpload, a platform that allows players to upload their gaming clips.
The partnership, which was overseen by Starcom Mediavest Group (SMG), Liquid Thread and Microsoft Advertising, encourages gaming fans to perform a time-trial lap around the Nürburgring route in the Forza Motorsport 5 game on Xbox One.
Users will be prompted to record and socially share their best efforts on Upload, which since launch has received over one billion uploads by Xbox’s community of gamers.
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Stuart Flint, sales director at Microsoft Advertising and Online said: “We love making these types of campaigns happen, where brands and consumers really benefit from engagement on our advertising platforms. Xbox is a really interesting canvas for creativity and this is a unique way to bring the Honda Type R campaign to life for an audience that is excited by Honda’s sports and racing pedigree.”
On 17 December Microsoft will take over SMG’s cafe for an interactive gaming experience to encourage staff and guests to take part in the Upload challenge.
The campaign is a digital media extension of the online film Other Side, which launched earlier in the year and was devised by Weiden + Kennedy.