As the tires squealed around each corner, heat from engines filled the air and the crowds roared around Exhibition Place you knew the Molson Indy was in town. Splash MM and PlayStation took this as the perfect opportunity to get consumers to turn their real life racing dreams into a virtual life. Gamers picked up controllers to mimic their favorite drivers by using different cars and driving through different courses to take on the feel of being an Indy Driver.
While those gamers were enthralled by PlayStation games others waiting for a turn were given an opportunity to receive free swag from a touch screen scratch and win contest. The swag given away were water bottles, sun glasses and key chains all with PS4 branding.