Microsoft creates Xbox gaming challenge in Manchester

To mark the release of racing game Forza Horizon 2 on Microsoft's Xbox One, agency Dentsu Aegis Network has created a campaign involving a gaming experience at Manchester's Piccadilly station.

Mancunians at Microsoft's Xbox One gaming challenge
Mancunians at Microsoft's Xbox One gaming challenge

The activation will give commuters the chance to win copies of the game and Xbox One consoles, by recording the best score on a single lap of Forza Horizon 2 on a dedicated branded gaming stand. All the race action and results will be streamed live on the station’s giant Transvision screen.

Every 30 minutes throughout the three-day event, the person with the highest score will win a copy of the game, with the overall top scorer each day winning an Xbox One console.

Consumers are being driven to the event through geo-targeted Facebook adverts targeting core audiences in the Manchester area, a location that was identified as having a significantly high proportion of Xbox owners. Further social and PR activity is being handled by Edelman.

Kuran Kapoor, product marketing manager at Xbox Games, said: "When bringing Forza Horizon 2 to market we wanted to showcase the AAA quality of the game. Consumers will not only get to play Forza Horizon 2 on the Xbox One but also have the opportunity to win great prizes, from copies of the game to Xbox consoles. 

"Coupled with the geo-targeting and influencer support, we are set for a fantastic experience to complement the wider Forza Horizon 2 marketing campaign."

Toby Foy, Xbox associate director at Dentsu Aegis Network, added: "We wanted to show consumers that Forza Horizon 2 is different to other driving titles. Giving them the opportunity to experience the game is one of the most compelling ways to do this. 

"Executing the initiative within a busy station allows us to engage an audience beyond our core consumers, while the incorporation of the Transvision screen ensures even those not playing will see the game in action."

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