Gotta Go Fast!

We collaborated with long term partners SEGA to deliver a comprehensive creator campaign for Sonic Racing: CrossWorlds, supporting pre-launch, and post launch activity across EMEA + AUS.

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Our first objective was to create a standout pre-launch moment. Working closely with SEGA, McLaren and their partners, we delivered an exclusive press and creator event at the McLaren Technology Centre. We curated a shortlist of UK-based creators and invited a select group to experience the day first hand. Attendees took part in an interactive tour of the facility, went hands-on with an exclusive early build of Sonic Racing: CrossWorlds, and competed in the world’s first ever Sonic Racing: CrossWorlds tournament. 

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Gamescom

We led creator outreach and scheduling, securing talent and a dedicated caster to play the game both in the streaming booth and live on the main stage at the Sonic booth across all five days of the show. Alongside planning and coordination, we provided on the ground support to ensure seamless delivery, managing both the main stage and streaming booth throughout the event. 

‍Launch

For launch, we activated top agencies and creators across EMEA + AUS, alongside outreach through our newsletter Guillotine Club, and social platforms. The results from the first week spoke for themselves:

• 3,097,743 views across YouTube/Twitch combined
• 386 pieces of content from 198 individual creators
• 216,303 watch hours on livestreamed content
• Content in 16 languages across 29 countries

The majority of participating creators were directly onboarded through our outreach and key distribution, rather than organic pickup. The most watched creator on launch day was one of our creators - a testament to the strength of the campaign. This marked the biggest Sonic launch we’ve ever seen, and the largest Sonic launch in Europe to date, generating thousands of inbound requests from top creators worldwide.

Post-Launch: Celebrating the Win

To close out the campaign, we delivered another in-person moment to celebrate both the launch of Sonic Racing: CrossWorlds and the release of the SpongeBob SquarePants collaboration DLC. At Gravity MAX, creators were invited to a day of go-karting and gameplay, complete with time trials, podium finishes, and prizes for top performers

Our work on Sonic Racing: CrossWorlds brought together a series of carefully timed creator activations designed to cut through a crowded release calendar. From early hands-on moments to large scale live events and launch coverage, the campaign consistently drove strong engagement and meaningful visibility across key markets.

We’re grateful to SEGA for their continued partnership and trust, and are honoured to have worked alongside collaborators and agencies such as McLaren and Cosmocover.  Their involvement played a key role in creating memorable experiences for creators and audiences alike.