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E3 2012 Forza Horizon Recap

The ID Agency was brought in to help showcase the lifestyle and launch of the new Forza Horizon title at the 2012 Electronic Entertainment Expo (E3). A new outdoor activation area outside of the West Hall of the Los Angeles Convention Center was filled with display vehicles, exotics as taxi cars, models, lounge furniture, music and more to give the area a festival feel. This included a branded EZUP tent, step and repeat walls and flags.

A collection of exotics from a Lamborghini Gallardo, Ferrari California, BMW 6 series convertible and a Audi R8 V10 picked up key VIPs from their hotels and delivered them to the convention center daily. During show hours these vehicles would give lucky attendees a ride of a life time through Downtown Los Angeles in exchange for social media promotion of the new game. Also on display was a one of a kind Platinum Motorsports SLR and Hennessey Ford GT 1000. Each vehicle received custom vinyl decals for maximum exposure for the brand.

Promotional Forza Horizon t-shirts were designed to give to attendees and for each spokes model to wear. The models made a huge impact in both the indoor and outdoor activation areas often posing for photos, handing out the swag and were often used in media features such as E!news and the G4 network.

Photography and videography was collected by the ID Agency to capture the highlights from the event. Including a teaser video that was showcased before the first day of the tradeshow.

Overall, the activation proved successful leaving last impressions for the attendees that visited the booth, received swag and got a ride in a supercar courtesy of Forza Horizon.

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