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Life. In Real Time.
When Pulsar selected Lorem Ipsum as its U.S. agency of record, the Seiko-backed watch brand had just signed their first brand ambassador, NASCAR driver Joey Logano, and were looking to grow their market share. Lorem Ipsum saw the opportunity to rebrand Pulsar and celebrate the new partnership by creating a cohesive cross-platform campaign that would grow the brand’s visibility and consumer awareness.
Committed to Pulsar’s brand tagline of “Life. In Real Time.”, Lorem Ipsum embraced Logano’s world of professional racing. Aiming to capture content that could be leveraged across digital, social, and point-of-sale communications, Lorem Ipsum’s crew hit the track with the Daytona 500 champion.
Solar Speedracer was optimized to be played on desktop, tablet, and mobile. After crossing the finish line, players can easily share their success and challenge a friend on Facebook or via email.
To appeal to a male demographic aged 18-40 outside of NASCAR, Lorem Ipsum developed Solar Speedracer, an addictive racing web game that challenges players to beat Joey Logano’s actual play time for a chance to meet him.
Behind the wheel of Joey’s Pulsar-branded race car, drivers speed around the track whilst trying to avoid colliding with other cars and complete the course in the fastest time. Players can easily share their success and challenge friends over social media. But the biggest engagement driver (pun intended) has been a strong social effort, supported by Joey Logano himself, featuring contests to meet him personally, attend NASCAR events, and win Pulsar watches.
Facebook and Instagram posts present a glimpse into a day on the track with Joey Logano and support the “Life. In Real Time.” campaign.