Xbox wanted to develop an activation concept for the Charlotte All-Star race that drove NASCAR fans to buy Forza Motorsport 6 and download the NASCAR expansion pack.
Wasserman created an activation platform highlighting the unprecedented NASCAR experience that Xbox provides while also focusing on Forza Motorsport 6 and the NASCAR expansion pack. In addition to the product itself we also tied into Windows 10 and demonstrated how consumers could experience gaming on their PC.
The NASCAR Experience at Charlotte Motor Speedway, provided an immersive, interactive experience that put fans in the driver’s seat. As fans stepped into the space they had the opportunity to participate in a Windows 10 demo, ‘Suit Up’ and experience what it’s like to wear the same gear as an official NASCAR driver and of course experience the ultimate in NASCAR gaming with Foraza Motorsport 6 on custom-built gaming sleds. After ‘winning the race’, fans got to visit the Winner’s Circle and posed with ‘their car’ for a shareable photo.
The 2-day activation generated more than 5,000 onsite impressions and 272K social media impressions.