How we helped Xbox Forza Horizon blow the doors off the competition.

Industry : Technology & Software
Capabilities : Campaigns, Brand Development, Social, Digital Advertising

The Challenge

Forza Motorsport for Xbox 360 is the highest-rated racing franchise of this generation. In Forza Horizon, the latest edition of the franchise, the Supercars leave the track and head out on the open road against a killer music festival vibe.

Need for Speed Most Wanted, Forza’s biggest competitor, had planned to launch the same week as Forza with an all-out audacious and expensive multi-touch-point global campaign.

To counter this, Xbox Canada challenged us to mark the launch of Forza Horizon in Canada in an unexpected and topical way.

The Idea

To celebrate the launch of Forza Horizon in a truly surprising way we brought “real life” Forza Horizon cars to the streets of Toronto.

MRM//McCann replicated the thrill and excitement that can only be found on Forza Horizon by outfitting an Aston Martin Vantage and Mercedes Benz SLS AMG with “Player 1” and “Player 2” signage to mimic in-game play and drove through the streets for two days in September.

We drove past crowds, in traffic, even in gridlock…there’s nowhere we didn’t go. Gamers and car lovers alike noticed and cheered the cars as they “raced” the city. To say it was impossible to ignore the spectacle would be a massive understatement.

The Execution

    The Results

    Over the course of our two days of driving through Toronto, we turned heads and captured the imagination of gamers and car lovers across the city. From the Beaches to Parkdale, people snapped photos, shot video footage and clamored to find out more about what we were up to.

    We created a video of the entire spectacle and put it online for fans to watch and share:
    •    350,000+ views were shared on YouTube and Xbox properties (Facebook, as well as gaming and car forums and sites where we actively promoted the video  
    •    The video was picked up by, the Toronto Star’s site, and  without any prompting from us
    •    6.5 million video impressions racked up during the critical campaign launch period