Xbox wanted to make a big splash for the launch of Forza Motorsport 5, and to celebrate the inclusion of the track at Mount Panorama in the game after a decade of fans petitioning for it.
We created our very own Bathurst 1000 racing team from scratch. The Xbox One team was a wild-card entry in the 2013 race and finished in the top 10, creating a truly unbeatable amount of buzz. The car also featured in a BBC stunt, driven by “The Stig”, which was syndicated globally.
- Game launched with breath-taking sales
- $40 million opening weekend, double the expectation
- #2 attach worldwide
- One million viewers watched the BBC stunt
- More than $8 million in earned media