Nissan and Playstation collaborated on an idea to convert virtual gamers into real racing drivers. Responding to a brief Boomerang created a reality TV format that appealed to a global male-skewed 16-34 audience.
The series asks the question…
If PlayStation’s driving simulator game Gran Turismo is so realistic, can we take the skills required from the virtual world and put into reality and produce professional racing drivers for Nissan/Nismo?
7 years on, we now produce 8 localized series across Europe and internationally. GT Academy is on-air in over 160 countries with a global audience of 100,000,000.
The entry mechanic turns gaming from a bedroom activity to a public event where the countries best gamers compete in a National Final, making gaming social, fun and engaging. The winner of each national final wins entry to the 10-day GT Academy Race Camp.
At Race-Camp, challenges with Nissan sports cars at the heart of the action allowing for credible and direct product placement for GT-R, 370 & Juke & Nismo range of sports cars.
Racing legends including Eddie Jordan & Johnny Herbert presenting talent / judges / credible legends endorse project. Winner’s lives are transformed as they travel the world competing as global brand ambassadors for Nissan/Nismo & PlayStation.
GT Academy has won Gold Cannes Lions for Best Branded Content in 2011 & 2012, Autosport Pioneering & Innovation Award 2013, Broadcast Digital Award Best Content Partnership 2013 and Dubai Lynx Best Branded Content 2014.
Spin off series have included 48 episodes a year for Eurosport, launch of a dedicated YouTube channel including a 27 hour live broadcast from the worlds biggest race, the Le Mans 24 Hour with the Facebook site at 280k fans.
I bought into Boomerang for their fresh look at an old subject – Motorsport. I keep Boomerang on board because they deliver creative, fresh solutions within our tight production budgets. Each season of GT Academy has improved dramatically – this is in no small part thanks to Boomerang.
Darren Cox – Global Motorsport Director. Nissan / NISMO
2008: 4 x 30’ Pan European Series & Dave UKTV Series
2010: 4 x 30’ Pan European & Channel 4 series
2011: 5 x 30 Pan European Series & Channel 4 series
2012: 34 x 30’ – Localized series for ITV UK/FRA/SPA/POR/ITA/NED/USA
2013: 28 x 30’ – Localized series for ITV UK/FRA/SPA/POR/ITA/NED/USA/GER
2014: 28 x 30’ – Localized series for ITV UK/FRA/SPA/POR/ITA/NED/USA/GER/RUS