Category
Autos
Racing Homage
Trend cluster
Category
Branded
Racing
Automakers use racing games & campaigns to engage more consumers.
2.1
Trend score
Trend
What is the Branded Racing trend?
Branded Racing: Several automakers are engaging in branded racing games and campaigns to entice new segments of consumers. Studies have shown that Millennials are not as interested in driving as previous generations and many (younger) consumers who enjoy video games often don't have any preference when it comes to the cars they drive. Thus, by releasing branded auto racing games and campaigns, car companies can capture the attention of those in the younger consumer group who would otherwise not pay attention or care about the new cars on the market.
Trend themes
Themes within the Branded Racing trend
Three behaviours holding the trend together01
Branded Racing Games
Car companies are capturing the attention of the younger consumer group who would otherwise not pay attention or care about the new cars on the market by releasing branded auto racing games and campaigns.
02
Interactive Advertising Collaborations
Marketing collaboration can be a fruitful venture for both brands like in the case of Mercedes and Grand Turismo 5, which allowed brands to expose their companies to different demographics.
03
Social Media and Interactive Promotion
Car companies like Toyota and BMW South Africa are using social media and interactive promotion to engage with potential car buyers and create captive audiences to spread news about new releases.
Industry implications
What the Branded Racing trend means for industry
Where the trend changes the playbookFor
Automotive Industry
The automotive industry can use branded racing games and campaigns to engage with younger consumers who would otherwise not pay attention or care about new cars on the market.
For
Advertising Industry
The advertising industry can use interactive collaborations and promotions on social media platforms to engage potential customers and create excitement around new products or services.
For
Gaming Industry
The gaming industry can collaborate with the automotive industry to create branded auto racing games and campaigns that engage new segments of consumers.
Trend signals
Trend signals for Branded Racing
Trend score 2.1 out of 10, from popularity 27%, activity 29%, freshness 8%.
Popularity27%
Activity29%
Freshness8%
Audience
90%Men
10%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Branded Racing trend
6 featured examples from Aug 22, 2011 to Feb 10, 2012CategoryAutos
Race-Mimicking Apps
You Can Pretend to be a Car With the Toyota 'I am 86' Game
Opportunity for car manufacturers to create interactive apps and games that promote their vehicles and engage consumers.
CategoryAutos
Social Media Road Races
The 'BMW South Africa: Interactive Video Projection' is Simply Effective
Opportunity for car manufacturers to incorporate interactive video projection and social media promotion in their marketing strategies.
CategoryAutos
Billboard Racing Games
Hyundai Race Promotes the 2012 Hyundai Veloster at Times Square
Car manufacturers can leverage branded games to promote new models and engage potential customers.
CategoryAutos
3D Social Driving Games
Toyota's Social Network Racer Promotes the New FT-86 II Concept
The automotive industry can use social media gaming as a marketing strategy to showcase their latest products.
CategoryAutos
Interactive Car Racing Campaigns
Mercedes Live Race Offers Fans the Chance to Compete a F1 Star
Automotive companies can use interactive advertising campaigns to engage customers in new and unique ways, such as hosting events where fans can race against professional drivers.
CategoryTech
Hands-Free Racing Games
Red Bull Formula Face Uses Your Head as Controls
Game developers can integrate face and gesture recognition technology into their games, creating new and innovative gaming experiences.
