Microsoft creates Xbox gaming challenge in Manchester

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

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.

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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