Honda and Xbox Let You Drive a Civic Round the Nurburgring
Brand Is Using Microsoft's #XboxUpload to Promote its Type R Model
Dec 15, 2014
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.