On 19-20 May, 2016, PlayStation® revealed details of the latest and long awaited racing simulator Gran Turismo Sport. The event was hosted at The Copper Box Arena, Queen Elizabeth Olympic Park, London. Media and VIP’s from around the world attended the global unveil of Gran Turismo Sport, which will be released in November 2016. To bring the event to life PlayStation® offered guests a unique virtual to reality experience. Kazunori Yamauchi, the legendary creator of Gran Turismo, shared what’s new and innovative in the outstanding racing simulator, shortly afterwards guests headed outside The Copper Box arena for a one in a lifetime ‘hot lap’ of the arena in an assorted of supercars that are featured within the game. Cue Octane Junkies…
Octane Junkies were engaged by HPS Jardine, experts in PR, Events & Sponsorship, to create a live experiential activity with a motorsport theme on behalf of their client, PlayStation®. Our brief was to create ‘speed’ and ‘movement’ through live action demonstrations and racing. At a venue better known for hosting the London Olympics where human power is preferred over horse power, this was a challenge.
Things to consider were striking a balance between speed, excitement and safety. The Copper Box Arena is not a racing circuit, tarmac is limited and the streets around it are busy with people all enjoying what the Queen Elizabeth Park has to offer.
After looking at aerial views of The Copper Box Arena experience kicked in and our racing minds shifted into top gear. Quickly we visualised how we could race around the arena’s access roads, drifting and performing donuts along the way. With the fun stuff sorted and a track mapped out our attention then focused on the most important elements; assessment of risk and the safety of public, staff, guests and professional drivers.
The complete event solution saw Octane Junkies provide a 160m live action track, 320m of safety barrier, trussing for a manufacturer paddock, vehicle supply, vehicle logistics, track safety, risk assessments, track design, scheduling, public liability insurance, guest management, commentary on the live action, precision drivers, vehicle maintenance and meticulous planning and management of the overall live action event.
Over a 4-hour period each day, more than 300 guests experienced mind blowing high speed rides in sports and supercars provided by Lamborghini, Lotus, Jaguar, Mercedes, McLaren and Nissan. Jaguar also sent along Terry Grant, stunt driver, who spent most of his time going sideways in a Jaguar F-Type.
The event showcased how effective motorsport and automotive activity can be to inject excitement and interest into any brand activation creating a memorable experience linked to an event, product or service.
Find video and photos from the event on our Twitter page; @Octane_Junkies