Electronic ArtsNeed for Speed SHIFT - Multiplayer racing in banners

Information

Innovative online campaign for Need for Speed SHIFT. Amsterdam agency NRG3 (www.nrg3.nl) just released a unique campaign for Electronic Arts' latest racer Need for Speed SHIFT. The campaign is a multiplayer race event that takes players across five different websites and has it's own in-game advertiser. All in expandable rich media banners. This first of its kind banner campaign can be found on five male targeted websites. Each of these websites hosts a unique and playable track from Need for Speed SHIFT in a rich media banner. Visitors are challenged to race each other in realtime one on one races, that consist of 100% in-game footage. A race is played using the keyboard to perform quick time events. Staying close to the game's tagline - 'Think Fast. Drive Faster' - the player with the quickest reaction time wins the race. After each race, players are invited to race the next track on the following website. Combined, all 5 websites form a Grand Prix. Players can save and cumulate their scores across all five websites, by creating an online Driver Profile. All the Driver Profiles are ranked on a central Leaderboard, that is found on the campaign site www.thinkfastdrivefaster.com. The player with the highest Leaderboard position at the end of the campaign, wins the Grand Prix: a custom race chair, an XBOX 360 Elite, the game Need for Speed SHIFT and an exclusive mini fridge from Coca-Cola Zero, the campaigns in-game advertiser(!). The banners can be found on autoweek.nl, formule1.nl, sportweek.nl, insidegamer.nl and gamer.nl. Since all five participating websites are published by Sanoma Men's Magazines and have overlapping target groups, both advertiser and publisher gain valuable exposure from the campaign. And the players, they get an excitingly real experience of this spectacular race game. Start your engines! www.thinkfastdrivefaster.com

Credits

Product: Need for Speed SHIFT Client: Electronic Arts, Benelux Sponsor: Coca-Cola Zero Agency: NRG3, Amsterdam Concept: NRG3, Amsterdam Creation: NRG3, Amsterdam Flash programming: NRG3, Amsterdam Video editing: NRG3, Amsterdam Video capturing: Sanoma Men's Magazines Rich media provider: EyeWonder Publisher: Sanoma Men's Magazines