Take it to the Top

Case Study

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.

The Idea
The Results

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