As part of the partnership with Psyonix (Developer of Rocket League), Ford became the presenting sponsor for the Rocket League Championship Series X Winter Majors—showcasing the world’s best players.
Ford ran ads during the event announcing the availably of a fully tricked out F-150 Raptor RLE (Rocket League Edition) for download for a limited time.
In addition to the download, and following the Winter Majors, Ford and Psyonix announced the "Ford + Rocket League Freestyle Invitational," which is a brand new esports event featuring some of the best freestylers in the Rocket League Community. In this two-day event Feb 27-28, eight top Rocket League players competed with their best freestyle moves in an attempt to impress a panel of judges for a chance to win an actual Ford F-150.
Ford built equity with the Rocket League community not only by sponsoring one of their biggest e-sports events, THE RLCS WINTER MAJORS, but through in-game integrations and storytelling of the Ford Rocket League F-150.
During this event, they ran 4 commercial pods announcing the existence of the new F-150 RLE. Something we knew the community has been wanting—an in-game pickup truck.
Upon downloading the truck from the Rocket League Store, players are able to customize their ride with over a billion combinations (seriously).
Creators on youtube even started making their own content with the truck. They’d show-off their “builds” and even “tech talked” how it handled in game.
Ford held an amateur event, as part of the RLCS Winter Major event, where a panel of credible judges rated the best tricks.
The winner won a real-life F-150.
Without media budget at the start, we were able to get positive earned coverage in places and with people where Ford isn’t normally present.
This was a monster assignment working with many partners.
D20, Psyonix, Pretty Bird / Venture Land, VLMYR, GTB, Hill+Knowlton, Mindshare, Maker House.