Honda Teams With Forza Horizon for Civic Launch

TORRANCE, Calif., Jan. 14, 2013 – Honda is set to launch three distinct performance-oriented models in the year’s biggest racing game, Forza Horizon on Xbox 360. Beginning on Tues, Jan. 15, Forza Horizon players can download the Honda Challenge Car Pack on Xbox LIVE, featuring three Honda models, the new 2013 Civic Si Coupe, original 1986 Civic Si or Honda Performance Development B-Spec Rally Fit, free to Xbox LIVE members.

“Gaming is a huge passion of our Honda Civic customer and integrating with the latest installment of the popular Forza franchise allows us to interact with our customers where they naturally are,” said Mike Accavitti, vice president of national marketing operations at American Honda Motor Co., Inc. “To create an immersive event, we partnered with Microsoft and Xbox to develop a branded destination experience complete with free car downloads for players.”

In addition to downloading Honda cars to play in-game, players can race virtually against Honda IndyCar driver Scott Dixon and try to beat his fastest time around the environment in a 2013 Civic Si. This “2013 Civic Si Challenge” contest awards the fastest racer the opportunity to meet the Indianapolis 500® winner in person and receive a custom Civic Si-themed Xbox 360 gaming console.

On Feb. 15 a photo contest will launch in Forza Horizon encouraging players to submit photos taken in-game of the 2013 Civic Si. The best photo will be featured on Honda social channels and on the Honda website. Winners of the contest will receive a custom Civic Si-themed Xbox 360 gaming console.

Beginning on Dec. 15 the branded destination experience launched and video banner ads directed players from the Xbox LIVE environment. Players could then view photos of Honda cars and vote on the track to compete in the “2013 Civic Si Challenge.”


Client: American Honda Motor Co., Inc.
Branded Destination Experience
Pre-launch: Dec. 15, 2012
Honda models avail in-game: Jan. 15, 2013

Agency: RPA
EVP, CCO: Joe Baratelli
SVP, GCD: Jason Sperling
VP/ACD: Luis Ramirez
ACDs: Hobart Birmingham, Perrin Anderson
Sr. Copywriter: Jesse Golden
ADs: Sarah Hass, Quinn Killick
Jr. Art Director: Fritz Paguio
Brand Experience Director: Albert Ocampo

Microsoft Corp
Senior Public Relations Manager: Rob Semsey
Senior Partner Manager: Kim Wolfkill
Senior Product Marketing Manager: Justin Osmer
Group Product marketing Manager: Guy Welch
Executive Producer: Joe Brisbois
Community Manager: Brian Ekberg
Cinematic Lead: Landin Williams
Cinematic Producer: Shay Goldenberg
Licensing: Bassima Algusane
Product Manager: Jon Gosline
Product Manager: Yohan Sengamalay
Sr. Acct Executive: Ryon Haness
Media Solutions Specialist: Ryan McAuliffe
Media Solutions Specialist: Grant Ogburn
Media Solutions Specialist: Tom Marostica
Media Solutions Specialist: Randy Shaffer
Account Manager: Ross Michaelis
Designer: Derek Atkinson
Developer: Chris Hagen