With the next installment in the Crash Bandicoot franchise we were asked to develop a digitally focused campaign aimed at announcing the launch of our title (Crash Bandicoot – Nitro Team Racing), while at the same time rallying our nostalgic core, and capturing new players by delivering the most engaging modern day Crash Racing experience possible.
For this project, we wanted to develop a campaign that showed the world what Crash has been doing with his time as he preps for the Nitro Fueled Race tracks of our game. With a bit of Crash’s notorious personality, a new ride share app, and a Go-Kart that has flame-shooting exhaust pipes, we took to the streets to film Crash on his endeavors as a rideshare app driver.
To help us highlight Crash’s amazing personality we teamed up with acclaimed comedy diretor, Jake Szymanski (Will Ferrell Old Milwaukee Superbowl spot, and former SNL writer).
Filled with nostalgic nods, and a reinvigoration of our beloved Crash, this 360 campaign helped get our core fans excited for the next installment in this franchinese, while at the same time inviting new gamers into the Crash world by leveraging humor.
Crash Team Racing: Nitro-Fueled was the fastest selling title in the Crash franchise history. It was the industry’s number 1 selling video game in Europe and Asia, and number 2 in America at launch during the month of June, 2019.