Honda and Xbox Let You Drive a Civic Round the Nurburgring

Brand Is Using Microsoft's #XboxUpload to Promote its Type R Model

Published On
Dec 15, 2014

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You might not associate the Honda Civic brand with motor racing, but now, the Japanese automaker wants you to do just that. In the U.K., it's taking over Xbox's "#XboxUpload" feature to promote its Civic Type R, challenging gamers to perform a time trial around the Nurburgring in the Forza Motorsport 5 game on Xbox One. Participants will be prompted to record and socially share their best efforts; the competition runs till December 31, after which ten winners will be picked and featured in a follow-up video.

The partnership between Microsoft and Honda was brokered by media agency Starcom MediaVest Group as a digital media extension of the brand's The Other Side campaign through Wieden & Kennedy, which positions it as a car with a dark and exciting side, the "wildchild alter-ego" of the well-known hatchback. Liquid Thread, Starcom MediaVest Group's content specialist, liaised with Xbox and W&K to manage the project.