SEGA and the Sonic Team are unleashing a new Sonic brand campaign for this year to celebrate the Blue Blur and his penchant for being the fastest hedgehog around. Following last year’s celebration of Shadow the Hedgehog with the Fearless: Year of Shadow campaign, this year’s celebration is the Racing Around the World campaign.
The campaign’s kickoff starts with a partnership with Red Bull’s speed stunt driver Brandon Semenuk, who is a three-time American Rally Association National Champion and five-time Red Bull Rampage Champion. The team has created an action-packed stunt video to get fans excited for the campaign and features Easter eggs from the upcoming game, Sonic Racing: CrossWorlds.
Brandon Semenuk shares his thoughts on being a part of the new brand campaign: “Before I ever sat in a real race car, I was playing Sonic the Hedgehog, racing games, really anything with speed. That was my intro to racing. It all started with pixels and a controller, but the obsession with going fast was real from day one. Getting to work with SEGA on this project was full circle — bringing racing into more people’s hands the same way it started for me.”
Marcella Churchill, Vice President of SEGA/ATLUS Brand Marketing, adds: “The Racing Around the World fan celebration embodies everything fans love about Sonic from his superfast speed, bold attitude, and ability to inspire fans to push their limits. Our partnership with Red Bull delivers a thrilling stunt racing film that brings key elements from the Sonic universe to life for fans worldwide. We hope it brings fans together and allows them to experience the excitement of the Sonic Racing universe like never before.”
Fans can also look forward to racing-themed partnerships, merchandise, mobile game events, and more this year. Check out the trailer for the stunt film produced by Semenuk and the Sonic Team below, and to find out more about the campaign, visit the official Racing Around the World website.
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