How do you engage and surprise a community of die-hard fans that has been around since 25 years back? In our mission to reignite the game, our biggest challenge was to engage and surprise the Need for Speed gaming community, known for their high expectations in quality. We needed to find a context that would appeal to the die-hard fans and the new generation of gamers in a modern and versatile way.

Our solution was to create an app experience that, for 10 consecutive weeks before game launch, allowed the community to start collecting and customising their favourite rides in weekly car drops. Their creations was then applied in-game for any unlocked base model so they could rip up the streets in style once the game was launched. 

Cars added to the showroom could then be brought into the real world through an innovative AR-mode, allowing the players to place and experience their creations in any real environment such as parking lots or their own driveway. 

As the actual game was launched, players could then push their favourite customisations into the game and show off their own unique style.    

The app was downloaded over 2M times with users spending over 24 minutes a day in the app. Before launch, our car fanatic players designed over 5M+ unique cars ultimately receiving over 57M+ views. We engaged millions of fans, turning them into co-creators and let them be part of something truly personal.