Insight
To support the launch of the popular racing video game, Gran Turismo 5, Nissan, Sony PlayStation and The Speed Channel created an epic reality TV show that gave gamers the opportunity to compete against one another for a chance to drive for Team Nissan in real life. Critical Mass was tapped to create excitement about the competition-based GT Academy while telling the story of the Nissan 370Z and GT-R racecars online. Our strategy was based on one key insight: If you’re a racing aficionado, nothing drives you more than the need for speed.
Idea
For an audience that lives for the rumble of horsepower, the GT Academy digital experience needed to capture the thrill of speed and deliver a concentrated rush of "wow." Leveraging rich video assets shot at the Silverstone Racetrack in London and the iPad 2 gyroscope technology, we created an unprecedented, 360-degree digital experience that transported people from their easy chairs to the driver's seat. Combining the first-person POV with full 360 panoramic views of the track and cars, the series fused online and offline worlds and proved to be nothing short of the ultimate tribute to the power and lure of speed.
Impact
Delivering on Nissan's brand promise of "Innovation for Performance," the high-octane GT Academy "First Person" experience was an automotive industry first. Though optimized for iPad 2 and iPhone, the flexible browser-based experience can live anywhere—from desktops to tablets, smart phones and even internet TV—giving our audience the rush they crave on their terms while deepening engagement with the Nissan brand.
Awards
Cannes Cyber Lions Bronze Interactive Campaign (joint entry with TBWA\Chiat\Day), Interactive Media Awards, Sports, Best in Class