Logitech G PRO Launch
The launch of the Logitech G PRO driving wheel and pedals was a chance to accelerate sales to racing sim enthusiasts, with real-life race drivers helping make the case.
eRacing is a growing component of the NASCAR brand. Multiple NASCAR eRacing series pit the world’s best racing sim drivers against one another in a virtual accompaniment to NASCAR IRL. These sim drivers — and those who aspire to join them — are a highly discriminating audience, focused on performance and willing to invest in the best. Driving awareness of the impending Logitech G PRO launch would be essential for winning new customers and setting an upgrade path for current Logitech G racing peripheral users.
The social media launch campaign was driven by four real-life NASCAR drivers. All four were familiar with the racing sim world and experienced in using intensely realistic racing simulations and control gear for practice — and occasional head-to-head virtual racing with their real-world rivals. The Adcetera team worked with Bubba Wallace, William Byron, Denny Hamlin, and Jack Wood in a four-day photo and video shoot that fueled our development of static and video social media assets for the Logitech G PRO launch.
With a project team evenly split between real-world race fans and passionate gamers, we understood both sides of the campaign: racer credibility and technological superiority. Long days on location helped fuel the final creative output, giving us insider perspective on the racing world and hands-on opportunity to test-drive the Logitech G PRO gear.