Xbox pushes driving game with world's 'most expensive car park'

Supercar: Xbox musters top models in Shoreditch to promote Forza Motorsport 4 game
Supercar: Xbox musters top models in Shoreditch to promote Forza Motorsport 4 game

Xbox is bringing together supercars, including the Bugatti Veyron and McLaren F1, in an attempt to assemble the world's most expensive car park to push its Forza Motorsport 4 computer game.

More than 20 supercars, including the £1m Pagani Zonda and Ferrari Enzo, are being unveiled tomorrow (13 October) in a car park in Shoreditch, east London.

Passers-by will be able to play the game on a number of Xbox 360 consoles at the car park, in order to take the cars on a "virtual test drive".

Television, digital, outdoor and print activity created by McCann Erickson is also running to support the launch of Forza Motorsport 4, which is released on Friday (14 October).

Microsoft-owned Xbox is also hosting a 7-day event in the Westfield White City shopping centre, organised by UM London and featuring a team of mechanics building a replica GT40 supercar.

The event is being streamed live via a microsite, which is being delivered in partnership with motoring title PistonHeads.

Microsoft's internet portal MSN is also streaming content via its regular 'Car of the month feature' and a time-lapse edit of the entire build will be seeded on MSN and sites handled by Say Media, Collective, Smartclip, EVO, IGN, Future and the Xbox Live platform.

Viewers of the live stream are being asked to suggest ways in which the car can be customised with some of the suggestions being implemented by the mechanics.

Anyone who makes a customisation suggestion will stand a chance to win the car, once it is complete.

Further marketing activity will include a front cover takeover of the Evo motoring magazine, which will feature an image of one of the cars that features from Forza Motorsport 4.

Evo will also push the game via its iPad app and social media channels, including Facebook and Twitter.

In addition, Microsoft has also partnered with Blippar to create an augmented reality app that will allow readers to scan ads with their phones in order to view a video trailer of the game.

Follow Matthew Chapman at @mattchapmanUK

0
SHARES
Comment

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs
Thousands of jobs across advertising, creative, marketing and media
  • Marketing Manager Up to £30,000 per annum Alexandra Palace Trading, London (Central), London (Greater)
  • Digital Operations Executive £25,000 to £28,000 Tottenham Hotspur Football Club, London (Greater)
  • Head of Marketing Up to £55,000 + Car Allowance + Bonus + Private Health Care sk:n Clinics, Edgbaston, Birmingham, West Midlands

Just published

Feel you're missing out?

GET THE
BRANDREPUBLIC
BULLETINS
Sign up

The Wall Blog

From our partners

3 great ads I had nothing to do with: Brian Cooper

3 great ads I had nothing to do with: Brian Cooper

3 great ads I had nothing to do with: Catherine Kehoe

3 great ads I had nothing to do with: Catherine Kehoe

A day in the life of Jozef Wallis

A day in the life of Jozef Wallis

A day in the life of Arthur Kay

A day in the life of Arthur Kay

A day in the life of Daniel Kaplansky

A day in the life of Daniel Kaplansky

Have an exciting Christmas in EC1

Have an exciting Christmas in EC1