The Crew Motorfest
To support the launch of The Crew Motorfest Year 2, Season 5, Ubisoft partnered with 7 creators to produce 20 pieces of content showcasing new maps, vehicles, and the Endless Drive competition.
The Challenge
To support the launch of The Crew Motorfest Year 2, Season 5, Ubisoft aimed to drive awareness, engagement, and participation through a focused campaign with the following key objectives:
Promote the release of the brand-new map, newly introduced vehicles, and fresh challenges, showcasing the expanded world of The Crew Motorfest.
Encourage players to take advantage of the free trial and actively join the Endless Drive community competition — a centerpiece of the season's community-driven gameplay.
Create compelling, entertaining, and informative content tailored to resonate with both core racing game fans and a broader audience of potential new players.
The Solution
We wanted to appeal to those who had never played the game, but also bring attention to the massive updates to the game for those who had already played, by showcasing the new content and vehicles
We selected a mixture of creators who were known for already playing the game as well as people who were well-known within the racing simulation niche but had not made content on it.
We had creators produce multiple pieces of content across socials and YouTube, focusing on key aspects of the new season and its content. Ensuring that at least one new playlist and a new vehicle were showcased, as well as exploring points of interest across the new map.
The creators also produced posts throughout the week showing their contribution to the Endless Drive competition encouraging their followers to get involved and support the creators team in winning the challenge.
The Result
A total of 7 creators were activated for the campaign, delivering 20 pieces of content across YouTube and social media platforms. This included:
11 full-length YouTube videos
9 short-form videos
The campaign content collectively achieved:
291,000+ views
10,000+ engagements
3.3% engagement rate across all platforms
