When it was clear that we had a hit on our hands Cadillac wanted to leverage this program as much as possible. One of those ways was to re-paint their two Cadillac CTS-V race cars (#16 shown above) hyping the program to racing fans.
*PGR 3, the game we partnered with, sold 1.35 MM units at retail. Half of those 1.35 MM units were purchased by users that did not have a connected Xbox and therefore could not download the Cadillac V-Series Collection. So, a little under half of those eligible to participate in the program did.
Lastly, running creative point and coordinating the project between GM, Microsoft, Bizarre Creations (UK), Leo Burnett Detroit, Modernista, Arc Worldwide, and the Cadillac Racing Team was... fun.
Fun? No. That isn't true. It was a challenge to be sure, but it is what needed to happen to get this project to see the light of day and more than worth it with the results that we achieved.