David Coulthard vs Gran Turismo^®5.
Mercedes-Benz.

On the 5th September the virtual and real world collided head on in a race. David Coulthard competed in a SLS AMG supercar at the world famous Dunsfold, TopGear test track and competition winners drove their own SLS AMG on the same track at the same time in Gran Turismo® 5 pods at Mercedes-Benz World.

We created a fully integrated campaign to promote the race. A range of touch points including a YouTube takeover, online ads, point of sale, social media channels, national press and advertorials were used to drive people to watch the action.

Martin Brundle provided pre-race, trackside commentary, while Jonathan Legard was on hand for the build-up at Mercedes-Benz World. The race was streamed live on mercedesliverace.co.uk, as well as the TopGear and Telegraph websites.

Traffic to the Mercedes-Benz site rose by 80% and more than 30,000 people have viewed the highlight videos on YouTube.