Record Race
Developing an integrated campaign that positioned O₂ as an active part of the gaming community through participation, live experiences and digital activation.
Focus
Brand Activation
Experience Design
Community Engagement
Integrated Campaign
Challenge
Strengthen O₂'s presence in the gaming sector by creating an activation that would resonate with the community while generating awareness beyond the event itself.
Deliverables:
Creative Concept Development
Campaign Architecture
Experience Design
Art Direction / AI Artwork
Social Campaign
Key Visual
Outcome
In collaboration with PlayStation, we created a Guinness World Record attempt for the longest Gran Turismo race. Supported by a dedicated microsite, gaming influencers and an integrated social campaign, all participant slots were booked within five days, successfully reinforcing O₂'s position as a credible and engaging brand within the gaming community.
"After 48 hours of #nonstop thrills, adrenaline, energy drinks, sweaty palms, digital gasoline smell, and #gamechanger determination, 78 drivers together completed 1,143 team laps in the PlayStation game GRAN TURISMO 7. That's a new #worldrecord! And a unique example of what can be achieved with #cando spirit and #teamwork."
Florian Jedlitschka
Head of Marketing Communications Inlife & Digital Transformation O2
