To tie in with the release of Rick Ross’s 10th studio album, Port Of Miami 2, we launched an innovative and exciting Facebook Instant Game. The aim was to create awareness around the album release and offer fans a fun and original way to inhabit the world of the rapper whilst enjoying music from the album. Port Of Miami 2: Born To Drive Facebook Instant Game was conceptualised by Columbia UK, Sony Music UK’s 4th Floor Creative and London-based digital creative agency PHANTOM to give fans a taste of what it might be like to cruise around Rick Ross’s native Miami.
An untapped way of offering fans a new music experience, Port Of Miami 2: Born To Drive lets players race against the clock in Rick Ross’s low-rider. Cruising through Miami’s beautiful beaches, bustling ports and downtown streets, players must cop gold chains, Rolexes and chicken wings to successfully reach the next level. The game is available via Facebook’s recently launched Games tab, which is easily accessible on both the Facebook and Messenger apps.
Soundtracked by the new album Port Of Miami 2 with in-game billboards promoting the record, each stage of the game is more difficult than the last as the car goes faster and faster while rush hour traffic swells. Players can prove who’s The Boss by rising through the worldwide leaderboard, aided by invincibility and time bonuses, speed boosts as well as extra points.
As a leading record label, we’re always looking for new ways to enhance how fans experience music. Port Of Miami 2: Born To Drive is a simple but fun way of adding another dimension to Ross’s latest album by experimenting with a different way to engage fans on socials. The game was launched in the weeks following the album release to keep the conversion going around the new record. Rick Ross encouraged fans to play, posting out the game link to his 8.5m Facebook fans and 10.5m Instagram followers.
The game sparked a fantastic response on Rick Ross’s socials when posted out. The social posts were viewed over 80k times, generating thousands of positive reactions and likes, as well as hundreds of excited comments and shares.
In its first two weeks after launch, the game had over 3k unique users, registering highest with 18-24-year-olds (27%) and 25-34-year-olds (33%). In its first week, the game had a 50% retention rate, indicating that fans who were playing were engaged and remaining on the platform. The in-game leaderboard shows the Top 200 scores, all of which require significant gameplay time to register – the lowest being 15,000 points and the highest being 77,000 points.
Port Of Miami 2: Born To Drive has since won a 2019 Lovie Award. It was nominated in two categories. It won the People’s Choice award (publicly voted) in the Branded Game Or Application category and was a silver winner (editorially picked) in the Best Use Of Messaging & Bots category.
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