Forza Horizon 2 test driven in Manchester Piccadilly
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To support the release of new open-world racing game, Forza Horizon 2, for Microsoft’s Xbox One, Xbox are launching an outdoor gaming challenge at Manchester’s Piccadilly station, offering gamers a chance to win copies of the game and Xbox One consoles.
The campaign, by Dentsu Aegis Network, will challenge 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 Transivision screen at the station. Every 30 mins throughout the three day event, the person with the highest score will win a coy of the new Forza Horizon 2 game, with the overall top scorer each day winning an Xbox One console.
To increase interest amongst core gaming audiences, two ofthe UK’s leading gaming influencers, GameRiot and FearCrads, will be attending on the final day to challenge consumers to a head-to-head challenge to beat their own best scores.
Consumers will be driven to 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. Further social and PR activity is handled by Edelman.
Kuran Kapoor, product marketing manager, Xbox Games said:
“When bringing Forza Horizon 2 to market we wanted to showcase the AAA 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-targetin and influencer support we are set for a fantastic experience to complement the wider Forza Horizon 2 marketing campaign.”
Toby Foy, Xbox associate director, 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.”
