LOGITECH

Logitech G PRO Launch

Professional stock car driver William Darrell “Bubba” Wallace wears his red racing uniform and sits on a stool in a garage holding a Logitech G PRO Wheel.
Services
  • Photography & Video
  • Copywriting
  • Display & Social Design

Logitech is an international leader in computing peripherals — and Logitech G is the division dedicated to high-performance e-gaming gear: mice, keyboards, audio, streaming gear, control pads, and driving gear for racing simulations.

The launch of the Logitech G PRO driving wheel and pedals was a chance to accelerate sales to racing sim enthusiasts, with real-life race drivers helping make the case.

The Logitech G PRO Driving Wheel, dramatically lit against a black background.

Opportunity

eRacing is a growing component of the NASCAR brand. Multiple NASCAR eRacing series pit the world’s best racing sim drivers against one another in a virtual accompaniment to NASCAR IRL. These sim drivers — and those who aspire to join them — are a highly discriminating audience, focused on performance and willing to invest in the best. Driving awareness of the impending Logitech G PRO launch would be essential for winning new customers and setting an upgrade path for current Logitech G racing peripheral users.

A driver in a racing uniform plays a racing simulation using a Playseat gaming chair and the Logitech G PRO Wheel and Pedals.
A driver in a racing uniform plays a racing simulation using a Playseat gaming chair and the Logitech G PRO Wheel and Pedals.
Week One metrics:
  • Facebook icon
    50KFacebook views
  • Instagram icon
    15KInstagram likes
  • Twitter icon
    200+Retweets
Professional stock car driver Denny Hamlin plays a racing simulation using a Playseat gaming chair and the Logitech G PRO Wheel and Pedals.

The Approach

The social media launch campaign was driven by four real-life NASCAR drivers. All four were familiar with the racing sim world and experienced in using intensely realistic racing simulations and control gear for practice — and occasional head-to-head virtual racing with their real-world rivals. The Adcetera team worked with Bubba Wallace, William Byron, Denny Hamlin, and Jack Wood in a four-day photo and video shoot that fueled our development of static and video social media assets for the Logitech G PRO launch.

Professional stock car driver William Byron plays a racing simulation using a Logitech G PRO Wheel and Pedals.
Professional stock car driver Jack Wood wears his racing uniform and sits on a stool in a garage holding a Logitech G PRO Wheel.
The Logitech G PRO Driving Wheel and Pedals, dramatically lit against a black background.
Professional stock car driver William Byron poses with the Logitech G PRO Wheel and Pedals.
Social media posts by professional drivers Jack Wood, Bubba Wallace, and Denny Hamlin promote the Logitech G PRO Wheel and Pedals.

Why Adcetera

With a project team evenly split between real-world race fans and passionate gamers, we understood both sides of the campaign: racer credibility and technological superiority. Long days on location helped fuel the final creative output, giving us insider perspective on the racing world and hands-on opportunity to test-drive the Logitech G PRO gear.

The Adcetera team is fantastic. It was critical that our photoshoot with multiple high-profile clients moved as efficiently as possible. Each client was in and out on time, and the content came out flawlessly.

Emily Krol, Gaming Marketing Manager

Professional stock car driver Denny Hamlin plays a racing simulation using a Playseat gaming chair and the Logitech G PRO Wheel and Pedals.
PrevAMDNextFRACHT