Microsoft decided to use OOH to optimise the campaign for their new racing game by targeting gamers with demo content to drive anticipation, and sales pre and post launch.

To support the launch of Xbox game Forza Horizon 3, Microsoft took the opportunity to engage with current fans of the game using exclusive in-game footage. The aim was to create awareness around the launch, broaden the audience to lapsed racing gamers and to stimulate conversation around the challenges in the demo. Pre-supplied game clips recorded from users on the
Forza demo were triggered on screens by time of day and location. This national campaign was live for two weeks on D6’s, LCD’s, and Manchester & Birmingham network the Loop.

Optimising in-game video footage by time of day.