Creative influencer marketing for Need for Speed Heat

Reaching young car enthusiasts

Communications

MSM*

/ MSM

The challenge

Electronic Arts needed to find the right influencer for its global 'Beat the Heat Experience' campaign and rebuild trust in the Need for Speed franchise. The brief: reach a young, car-enthusiast audience and re-establish the Need for Speed brand ahead of the launch of Need for Speed Heat, a game built on the principles fans had loved since the series began.

Our solution

We screened dozens of influencers against the brief - a young audience, genuine enthusiasm for fast cars, and strong popularity - and selected Felix von der Laden, known as DNER, as the fit. Together we built a multi-piece content campaign centered on his vlog format, anchored by a video of the 'Beat the Heat Experience' event in Miami, where Felix drove a Lamborghini designed by Need for Speed fans through the Heat Studio App.

Results

The video passed 250,000 views on YouTube, and Felix went on to create an entire video series around Need for Speed Heat for his community. Across the full campaign, we reached more than 2,000,000 people.

Influencer marketing has one main currency: authenticity. Our Need for Speed Heat campaign with DNER really paid off, pushing the franchise back to the No. 1 position across Germany's sales charts.
Nils, Deputy Managing Director, MSM.digital