Need for Speed & Ken Block: Gymkhana 6
Need for Speed sought to generate excitement for its new game, Rivals, among its target audience of racing and stunt enthusiasts. The client aimed to showcase the game's unique, high-octane gameplay and distinct elements in a memorable, shareable way.
Creative Idea
Ken Block performed game-inspired stunts in a real-world, interactive course.
Need for Speed brought its virtual racing world to life by having Ken Block execute impossible, game-inspired stunts on a custom course, thrilling fans with a spectacular display of skill that blurred the lines between digital fantasy and automotive reality.
Turning a Video Game Into a Real World Obstacle Course
The 1.8 Second Launch
To promote the release of Need for Speed Rivals, the production team at Logan and Hoonigan Media Machine constructed the "Ultimate Gymkhana GRID Course" in San Bernardino, California. The centerpiece was Ken Block’s Ford Fiesta ST RX43, a custom machine pushing 650 hp that could hit 0 - 60 mph in a staggering 1.8 seconds. Director Ben Conrad utilized a tactical array of GoPro HERO3+ cameras alongside high - end cinema rigs to replicate the aggressive, shifting camera angles found in the game.
Lamborghinis and Segway Cops
The course was littered with "Redview County" Easter eggs, including two Lamborghini Aventador police cars. In a subtle jab at competing racing franchises, one of the police cars was driven by Ben Collins, formerly known as The Stig from Top Gear. Adding a layer of humor to the high - stakes drifting, the production featured "police officers" patrolling on Segways, a direct nod to the game's pursuit mechanics.
250 Million Views and Counting
The campaign was a massive driver for the franchise, which had sold over 150 million copies at the time. While the Hoonicorn Mustang was originally slated for this shoot, production delays meant the Fiesta took center stage, helping the video rack up millions of views within its first 24 hours. Marcus Nilsson, Executive Producer at Ghost Games, noted that Block’s role as a Racing Advisor was essential in translating real - world physics into the digital experience, solidifying the "branded entertainment" model over traditional TV spots.
Creative Strategy Deconstructed
Company
Need for Speed leveraged its deep connection to high-octane racing culture and its partnership with stunt legend Ken Block.
Category
The racing game category often relies on digital immersion, while stunt videos showcase raw physical skill, rarely blending both so explicitly.
Customer
Fans craved exhilarating, real-world spectacle that blurred the lines between virtual gameplay and the extreme possibilities of driving.
Culture
Viral stunt videos and the growing cultural crossover between extreme sports and immersive video game experiences were trending.
Company
Need for Speed leveraged its deep connection to high-octane racing culture and its partnership with stunt legend Ken Block.
Category
The racing game category often relies on digital immersion, while stunt videos showcase raw physical skill, rarely blending both so explicitly.
Strategy:
Blur the lines between virtual gaming and real-world spectacle to amplify the brand's exhilarating, over-the-top experience.
Customer
Fans craved exhilarating, real-world spectacle that blurred the lines between virtual gameplay and the extreme possibilities of driving.
Culture
Viral stunt videos and the growing cultural crossover between extreme sports and immersive video game experiences were trending.
Strategy:
Blur the lines between virtual gaming and real-world spectacle to amplify the brand's exhilarating, over-the-top experience.
Strategy Technique
Create a Parallel World
The campaign built a physical course incorporating elements directly from the Need for Speed Rivals game. This created an immersive, tangible experience that mirrored the game's high-octane, fantastical world.
Explore Technique
Creative Technique
Gamification
The campaign integrated explicit videogame elements like obstacles and "Redview County cops" into a real-world stunt course. This allowed fans to experience Need for Speed Rivals' gameplay in an exhilarating, tangible way.
Explore Technique
