Ultimate Racing Challenge
CSR is one of the top mobile racing games on the market, so when Zynga was ready to launch CSR2, our main goal was to excite and re-engage players, while driving game installs. Targeting both mobile gamers and auto enthusiasts, we developed a decathlon style competition series rooted in the game’s core elements while leveraging the audiences of six key influencers.
The influencers appeared in an electrifying three-part web series which followed them through a series of challenges, culminating in a thrilling, exotic car race on a real drag strip. Although we captured and edited the three main content pieces, the influencers were given full creative freedom in the creation of supplemental, behind-the-scenes content that showcased the full experience from their unique perspectives.
In the end, 234 individual content pieces were published on a diverse range of influencer and brand owned platforms including YouTube Live, Facebook Live, Snapchat, Instagram, and Twitter, making CSR2 one of the top ranked App Store mobile games, all while driving tens of thousands of installs and re-engaging several thousand more lapsed players.