Zynga is partnering with Ferrari in a marketing deal to celebrate the 70th anniversary of the car company through a new line-up of vehicles in Zynga’s CSR Racing 2 mobile game.
Starting today, players can get behind the virtual wheel of a special 70th anniversary Ferrari 488 GTB, one of the six tailor-made Ferraris coming to CSR2, where players already own more than 12 million Ferarris and have driven them more than 75,000 miles in 56 million faces. . This is the kind of ongoing event is the sort that could draw lapsed players back into game, which is good for both engagement and monetization.
“Over the course of 70 years, Ferrari has set the luxury standard of excellence in the automotive industry, producing some of the world’s most desirable vehicles,” said Bernard Kim, president of publishing at Zynga, in a statement. “As the exclusive mobile partner for Ferrari’s 70th anniversary, we are honored to share in celebrating the enduring legacy of this global icon by giving our players access to a collection of some of the most popular and distinctive Ferraris of recent production.”
The in-game event starts today and runs through February 2018. During that time, CSR2 will be rolling out special anniversary Ferrari models including the Ferrari California T, inspired by the striking silver 250 Testa Rossa Spider Scaglietti from 1957, and the 488 GTB, modeled after the F2003-GA Formula 1 car driven by legend Michael Schumacher.
The cars featuring 70th anniversary configurations and options will be available in the game’s dealership, in addition to the 10 Ferraris currently in CSR2. Throughout the 70th anniversary celebration, CSR2 players will have the chance to participate in a set of unique challenges with exclusive Ferraris to earn coins, keys, and tokens to further advance in the game.
“Since launching last year, CSR2 has continued to lead the mobile Racing category by creating the most authentic and visually stunning drag-racing racing experience available today,” said Julian Widdows, general manager of CSR2, in a statement. “We’re proud to partner with Ferrari to bring our players six vehicles to the CSR2 garage in honor of Ferrari’s 70th anniversary celebration. Our team has worked closely with Ferrari to ensure that every detail, from the paint colors to the stitching, reflects the commitment to design, luxury and performance that the brand has cultivated throughout 70 years.”
In addition to the in-game rewards, from September 14 to September 29, CSR2 players who purchase either the Ferrari 488 GTB or the Ferrari California T will be automatically entered into the Ferrari Experience sweepstakes. Three winners, along with their guests, will be treated to a round trip excursion to Italy including a visit to Ferrari factory in Maranello, as well as other prizes.
CSR2 debuted in June 2017.