Sony Playstation needed the long-anticipated launch of Gran Turismo 7 to be huge. They knew that gaming audiences are large and diverse, and they wanted to cover a broad base in order to lure new as well as returning fans.
Sony partnered with TBWA, Sky Sport and LetsPlayLive to bring together 8 musicians, media and sports personalities in a one-off motor-racing esports competition that would showcase the game’s unique features and put it through it’s paces. Hosted at LPL studios by presenter Kara Rickard and casted by motor racing legend Greg Murphy, the celebrities drop in remotely from their home set-ups to give it their all. The resulting 1 hour livestream on Sky Sports and LPL’s Twitch channel was basically a 1 hour long ad for the game!
“We blended fast cars, diverse celebrities and an innovative media partnership that leaned into the limits of technology to create a truly special entertainment package” Ian Benet, client partner at ELEVEN PR
An epic, award-winning campaign which gained over 100,000 views, multiple repeats on Sky Sport and took out gold in the Best Media Partnership category at the 2022 Pressies Awards.