The challenge: Make the sequel to Sonic All-Stars Racing stand out and break sales records. As a title that has always played second-fiddle to Mario Kart, we needed to figure out a way to push this title into the minds of mainstream consumers.
Our approach, was simple but intricate. We identified Danica Patrick as a partner that was currently on the rise, starting her first season in Nascar, but had a unique appeal as a personality outside of racing. The second challenge, celebrity endorsements happen everyday. We needed her to be a true part of the game. So we put her in it.
By collaborating early, we built a program with her as a stockholder, developing a complete 360 campaign around the game and her brand including digital content/television commercials, a custom wrapped NASCAR for two of her races, a point-of-purchase gift with HotWheels, and a reveal moment at E3 where we unveiled her partnership and the car to a global audience of fans.
The campaign helped shatter sales benchmarks of the game, quickly setting Sonic All-Stars Racing Transformed as a success with 1.36 million copies sold 5 months after its release. The campaign also helped generate more than 300 million earned media impressions.
Campaign Creative Direction/Strategy: Scott Durday
Talent/Partnership Production: Winston Beigel
Digital Content Creative: SEGA of America, Thu Nguyen
We integrated Danica into the actual game, creating a true partnership around the product.
We created a point-of-purchase gift with Hotwheels, of her car in the game. Additionally adding another moment to promote and hype the release of the game.
We ensured that her participation included a video shoot, which yielded a digital series of humorous driving instruction videos, and were also used in a promotional television spot for the game.