Need for Speed Heat Launch

The Challenge

Create a moment that is unruly and expressive to launch Need for Speed Heat in the UK.

Bring the worlds of gaming, music, fashion, automotive and street culture together to engage a mainstream audience and create hype around the game.

The Solution

We created London's baddest underground market- designed to be a content playground for media and influencers, bringing the culture and attitude of NFS: Heat to life.

The event featured collab merch given away from the boots of cars, live music from Aitch, the incredible cars from the game, an interactive NFS graffiti mural and Premier League football stars going head-to-head on the game.

Attendees were immersed in street culture, creating a storm on social media and building hype two days ahead of Need for Speed Heat's launch.


Estimated campaign reach: 117,685,997

Content creator attendees: 115

Social Posts: 935

Youtube pieces: 9

Social Content Views: 13,730,000

Social Content Engagements: 338,329

Earned Media Pieces: 23

Earned Media Reach: 82,730,100 

social posts generated
Content Views


Need for Speed Heat UK Launch

Electronic Arts (EA) engaged 160over90 to help create hype around the launch of the new Need for Speed Game. 160over90 answered by creating and hosting a content playground for influencers combining the worlds of gaming, music, automotive and street culture.

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