Videogames are a massive industry, and as a flagship title for the Playstation brand, Gran Turismo games take years to develop, millions of dollars of funding, and huge marketing campaigns for when they launch.
But there are two key activities which really underline the amazing credentials of the brand.
The GT Academy is amazing:
The GT Academy recently won a Cannes Lion for the best use of branded content. It’s an online racing competition which whittles down Gran Turismo players around the world to a small group who compete in real motorsport training and competition with the eventual winner getting the chance to race professionally.
Which is quite nice, but the real value? Previous winner Lucas Ordonez and his team finished in second place in the LMP2 class at the Le Mans 24 Hours.
Let me run that by you again.
A 23-year-old who had never raced cars spent a lot of time playing Gran Turismo, and by being one of the fastest at a videogame, he was given the chance to race professionally and has now finished on the podium at the most prestigious 24-hour race on the planet.
That’s pretty compelling considering how many car fans have at least a passing interest in motorsport, or even the slightest dream that they could have been a racer if only they’d had the time and money.
Living the product:
If that isn’t enough, the original creator and father of Gran Turismo, Kazunori Yamauchi, who continues his obsessive quest to make it the best racing game available, is also a talented racing driver.
As a case in point, he’s just finished first-in-class at the Nurburgring 24 Hour race.
How much does it reinforce the Gran Turismo brand when you know the man with an obsession for authentic racing simulation is also quick enough to be a professional racing driver?
The closest non-videogame comparisons are probably films icons like Steve McQueen. His films may have been of varying quality, but there were few stars able to maintain the money he was able to charge. And so much of that was down to the ‘personal brand’ he’d built, including being a talented racer of cars and motorcycles.
I guess that’s why I’m so keen to build up my own websites alongside my client projects. I don’t want to just be able to refer to successful campaigns I’ve run or been involved with which benefitted from existing brand strength, or huge marketing budgets. I also want to be able to show I can do it from scratch with no investment, no hidden funds, and just time and skill.