The Problem.
Need for Speed Rivals 2 promised to wreak havoc on middle-of-the-road racing games with an open world
of crooked cops and wicked weaponry. But EA needed more than just a traditional ATL campaign
 to prove it to an audience of rebellious teenage boys. 

The Solution.

A devious digital pre-launch campaign that transformed illegal downloading sites into underground marketing channels. 
Followed by an integrated 360 launch campaign, TVC & digital experience to introduce the latest addition to the racing franchise, reward the wicked, and drive home one sinister brand message:
Cross The Line.

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