THE PROBLEM.
Need for Speed Rivals 2 promised to wreak havoc on middle-of-the-road racing games with an open world of crooked cops and wicked weaponry. But EA needed more than just a traditional ATL campaign to prove it.
THE SOLUTION.
A devious digital pre-launch campaign that transformed illegal downloading sites into underground marketing channels.
Followed by an integrated 360 launch campaign, TVC & digital experience to introduce the latest addition to the racing franchise, and dare gamers to go too far. All designed to reward the wicked, and seamlessly deliver on one sinister campaign promise: CROSS THE LINE.
A devious digital pre-launch campaign that transformed illegal downloading sites into underground marketing channels.
Followed by an integrated 360 launch campaign, TVC & digital experience to introduce the latest addition to the racing franchise, and dare gamers to go too far. All designed to reward the wicked, and seamlessly deliver on one sinister campaign promise: CROSS THE LINE.
