Activision’s budget wasn’t as big as this title, so we leaned in to create an experience driven campaign, pardon the pun, and create a big splash in the press and on social that activated existing relationships with NASCAR drivers for the NASCAR Unleashed video game.
To promote this exciting racing game for kids and families, we created a competition pitting the children of famous NASCAR drivers against each other and tapping into the rivalry between NASCAR families in a battle at the site of the Miami Speedway during the final weekend of racing season.
Their parents took to their social channels to their millions of followers updating fans on the progress of their kids' training, smack-talking with the other families and live-tweeted the results of the tournament.
It was great fun for a great cause, with Activision donating $25,000 to Speediatrics, providing medical and health care services to children.
