Brief Explanation

Need For Speed Most Wanted is the no. 1 racing franchise worldwide and the EA Mobile studio in China released Need For Speed Most Wanted OL, an online version for smartphones developed specifically for the Chinese consumer. This new type of social network-based mobile game made great innovations for the China market such as the Time Shift Multiplayer mode to adapt to China's cellular network and embedding Sina Weibo (weibo.com) login to ensure users can smoothly shift their game experiences between devices. Jaguar is going to release their new car model (F-TYPE) in China and they need to educate the market to position Jaguar not only as a luxury car, but also a racing brand. Need for Speed Most Wanted OL provided a platform for Jaguar to impress buyers that the F-TYPE is a new sports car with excellent performance that rivals other brands. To highlight the F-TYPE, EA integrated the F-TYPE driving experience to the whole game life cycle: 1. Career Mode Level 1: Offered the F-TYPE (Level 3) as a rental car for the Level 1 Pass Examination where succeeding in this race event is challenging with any other Level 1 stock car offering 2. Offered the Jaguar F-TYPE for free in exchange for basic test drive information in-game. With this information, users not only get a Jaguar F-TYPE for free, but also receive Jaguar’s call confirmation on whether they want to attend an actual test drive hosted by car dealers. Jaguar is benefited by the resulting customer database while all users benefited through the FREE Level 3 car (F-TYPE) 3. Career Mode Level 3: Users are required to drive the F-TYPE to pass the examination 4. For all the users: a 4-week Jaguar Tournament is hosted before 20th April Shanghai Auto Exhibition Show. An online F-TYPE racing game will help Jaguar get more impression before the Exhibition Show and also hype the F-TYPE showcase (est. 500K attendance with 1M track races) Key Results (as of 24 June, 2013): 1. Over 1.3+ Million players raced using the F-TYPE 2. Jaguar collecting over 130,000 information profiles from fans in 1st week 3. Over 11.8+ Million in-game races using the Jaguar F-TYPE 4. The exclusive Beijing Super Car Club featuring a Jaguar for the first time in its history 5. An increased demand for the vehicle and a boost in Chinese users interest