CASE STUDY - GT AcademyOctober 23, 2012 - 10:10 AM to 10:30 AM
ROOM: WHARTON BALLROOM
With GT Academy, Nissan and Sony PlayStation teamed up for a high-octane, multi-tiered initiative that catapulted select fans of the auto racing video game Gran Turismo 5 into the adventure of a lifetime - to accelerate from virtual racer to professional racer. GT5 fans competed for the chance to be part of the GT Academy, in which 16 gamers endured rigorous training and challenges on and off the track to crown a champion, who would then go on to represent Nissan in professional auto races in the U.S. and beyond. A major part of the multi-platform campaign was a five-episode series, produced by @radical.media for Speed, which garnered a 12% improvement on the timeslot for the previous year. As the campaign, which originated in Europe in 2009, revs up for another run in the U.S., with a reality series to air on Spike in the fall, you'll hear from Dave O'Connor, executive producer, Media & Entertainment, @radical.media and Brian O'Rourke, executive producer, TBWA\Chiat\Day, who will explain why high-stakes reality TV was the right road to travel for the brands.
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