Need for Speed is one of the most successful titles from computer game producer Electronic Arts. With Need for Speed Shift, EA wanted to return to the origin of their successful racing title: the ultimate race experience.

To bring this racing experience as close as possible to the target group, even before the game was on the market, we came up with an online real-time multiplayer racing game that you could play in banners on various websites: The Need for Speed Shift Banner Tournament. A unique concept with never before applied technology, and that did not go unnoticed. Players could race against each other in real time in banners on car and formula 1 websites.

To top it all off we introduced Coca-Cola Zero as an in-game sponsor with a number of suitable prizes that were up for grabs.

Results

The campaign achieved impressive results in which the buying intention among players increased by no less than 250% even before the first reviews of the game came online or the game was available in stores. That the campaign concept was special was clear from the nominations and awards we received:

     

  • Gold Pencil One Show New York
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  • Golden Drum Award
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  • Spin Award
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  • Kinsale Shark
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  • Summit Award
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  • Epica Award
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  • Eurobest
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  • SAN award

need for speed shift banner tournament

Need for Speed Shift Electronic Arts