Honda launches Xbox challenge in 'the other side' activity

Honda has launched an interactive gaming experience on Xbox One to promote its racing heritage and new car model, the Civic Type R.

Forza Motorsport 5: teams up with Honda
Forza Motorsport 5: teams up with Honda

The car manufacturer has teamed up with Microsoft Advertising to challenge gamers to perform a lap time trial around the Nürburgring track in the Forza Motorsport 5 game. The deal was brokered by Starcom MediaVest Group (SMG).

Users are asked to record and share their fastest time through Xbox’s Upload function.

This activity augments the innovative "other side" online film, created by Wieden & Kennedy, where viewers can use the "R" key on their keyboard to switch between two different stories playing simultaneously.

On 17 December, Microsoft will take over the SMG cafe and will encourage staff and guests to take part in the gaming challenge.

Kate Barrett, the communications manager at Honda UK, said: "Creativity and curiosity is as much part of the Honda brand as our racing heritage, so we were delighted to be able to work with Xbox and SMG to deliver a unique and interactive experience for racers of all ages that both showcases our cars and gives people the chance to set their own lap record around the Nürburgring in the Type R."

This article was first published on

Read next

Oculus Rift in action: what are the marketing opportunities?

Techy Christmas: how brands are innovating for consumer attention

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content