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Nissan - "GT Academy Pit Pass" - Critical Mass

  • GT Academy Pit Pass
  • Nissan
  • Nissan Motor Corp.
  • Critical Mass
  • United States
  • GT Academy Pit Pass
Product NameGT Academy
Product CategoryAutomotive
Date of First Broadcast/Publication2012
Media TypeCase Study
Length91 Seconds
Awards W3 Awards / The W³ Awards, 2012 (Silver) for Interactive Video
Communicator Awards, 2012 (Gold) for Automotive Website

Story

If you're a racing aficionado, nothing drives you more than the need for speed. To support the launch of Gran Turismo 5, we created the high-octane, Cannes-winning GT Academy second screen experience that fused online and offline worlds and let gamers experience speed and performance in first person. 

Concept

The GT Academy second screen experience puts gamers in the driver's seat of Nissan's high-octane GT-R racecars: on the track. behind the wheel. in first person.

Problem

The fusion of online and offline worlds.

Hot cars. Human drama. And the digital experience to bring it to life. We teamed with Nissan, Sony Playstation, and The Speed Channel to launch the Gran Turismo 5 video game with an epic reality TV show and sizzling digital experience that turned racing fans into real-life race car drivers. 

Putting gamers in the driver's seat.

Adrenaline-charged. Immersive, 360º of power. In first person. Nissan's GT-R race car are the ultimate in speed and performance. We created a digital experience to match - fierce, full throttle, putting fans into the action. 

Passive viewers become active participants.

An automotive first, Pit Pass is a mobile, second screen experience, driving deeper engagement via time synced content to complement the TV show. Facebook Connect made fans the hero of their own unique GT Academy film. 

Result

  • 1.10M game pack downloads
  • 156,000 tweets about GT Academy
  • 2 seaons, 2 lived changed