SONY Gran Turismo: A full-throttle activation connecting Gaming & Motorsport
Objective: Place Sony PlayStation at the heart of their audience’s world, driving engagement through immersive activations that launch iconic games and deepen player connections.
Our long-standing collaboration with Sony PlayStation propelled the brand beyond console screens and directly into players’ lives. Understanding gamers’ passion points and grassroots motorsports, we strategically designed a range of experiential gaming activation designs that seamlessly blended the virtual thrill of gaming with real-world experiences.
For Gran Turismo 5, we developed a series of custom-built and cutting-edge driving simulators, launching at high-impact cultural events including the iconic Goodwood Festival of Speed, premier automotive showrooms, and PlayStation’s own elite GT Academy — bridging authentic motorsport culture with digital gameplay. These simulators transformed passive consumers into active participants, generating authentic excitement and anticipation for the game's launch.
Our approach delivered more than engagement; it cultivated community. Activations strategically appeared where enthusiasts naturally gathered, creating meaningful moments of connection between the brand, the game, and its community of fans. Each event ensured Sony PlayStation was always present where culture moved fastest.
Recognition followed impact, with the activation earning acclaim at The Drum’s prestigious CREAM Awards, celebrating outstanding creative excellence in advertising, design, and digital marketing. This wasn’t just experiential marketing — it was gaming culture brought vividly to life, creating participative brand activations and an enduring racing legacy.
Looking to launch what's next, with an experiential activation?
If you are looking for an experiential marketing agency in London to lead your next cultural activations design project, let’s talk. You can also check out other experiential activation designs on our work page, or take a look at our Wonder blog for all the latest consumer insights and creative innovations.
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