Gears of War 4 Activation at the Formula DRIFT Finals
With the launch of one of Microsoft's most anticipated gaming titles, Gears of War 4, I was brought on to manage their activation at the Formula DRIFT Finals for the ID Agency. The objective was to promote the new livery on Formula DRIFT Pro driver Matt Field's vehicle direct with the drift fan base, secure both auto and lifestyle media, and create buzz via social media. In addition, I was tasked in the seeding of the game prior to it's official release during the weekend to key influencers.
To reach exceed these goals and help bring attention to the activation I put together a contingency award for the driver that ran a Gears of War decal on their vehicle and had over half of the field of pro drivers participate. The winner coincidentally was Matt Field, who was sponsored for the event and ran a full Gears of War 4 livery. I also was able to sponsor during the Formula DRIFT awards banquet the "Ace of the Year," who received a Gears of War 4 edition xBox One. The winner was the 2016 Formula DRIFT champion, Chris Forsberg.
Through the Formula DRIFT social media channels the client saw 10 posts on the Formula DRIFT Instagram with 532,000 followers, Facebook with 2,170,318 Likes, and Twitter with 89,800 followers.
A few of the highlights from this successful campaign are below.