Overview

In 2022, MetaMartini teamed up with Grease Monkey Games to help launch their newest game, Torque Drift 2. Building on the success of the original Torque Drift, the sequel wasn’t just about creating a game—it was about establishing the Torque Motorsports brand as the ultimate destination for any automotive enthusiast. Think of it as the one-stop shop for everything drift-related, including a wicked fun game, an e-commerce store where the community could buy real car parts from real brands, and even some futuristic web3 integrations. With our help, Torque Drift 2 raced into the U.S. market with a plan that spanned social media, live event activations, influencer partnerships, and more.

In this case study, we’ll walk you through how we approached this exciting challenge, the fun we had along the way, and the results that still make us smile. Spoiler alert: there were a lot of downloads.

Setting the Stage: Goals and Game Plan

We knew right from the start that the launch of Torque Drift 2 had to be about more than just introducing a game—it had to be about building a community. And if there’s one thing we Midwesterners know, it’s how to make people feel welcome. So, we rolled up our sleeves and got to work with three main goals in mind:

Introduce Torque Motorsports to U.S. Drift Fans
We wanted to make Torque Drift 2 a familiar name in the U.S. drift scene, so we brought the brand front and center at big events like Formula Drift. From incredible car builds to fun, in-person experiences, our goal was to make sure that when people thought “drift,” they thought “Torque.”
Build a Digital Presence That Really Clicked
It’s not just about showing up at events—it's about showing up in the digital world too. We worked hard to grow Torque’s social media following, keeping the excitement going even after the last wall tap at the track. With engaging content, influencer partnerships, and targeted ads, we helped Torque Drift 2 gather a community of over 330,000 followers and saw over 350,000 downloads of the game in just six months.
Make the Game Feel Real and Accessible
This meant traveling far and wide to capture authentic content (hello, Japan!) and working directly with brands to ensure the in-game experience was as realistic as possible. And, because not everyone was sold on the idea of web3 elements, we made sure to communicate clearly and honestly—minimizing any misunderstandings along the way.

The Action Plan: Bringing Drift to Life

1. Drifting into the Scene with Formula Drift

Physical Activations: We knew the best way to introduce Torque Drift 2 to die-hard drift fans was to show up where they already are: Formula Drift events. With flashy car builds and Torque-branded setups, we created an eye-catching presence at events, giving attendees a chance to experience the game while soaking in the real-life drift atmosphere.
Grassroots Events: Beyond the big leagues, we hit the local scene too. Think smaller meet-ups and local drift events where we could connect directly with everyday enthusiasts. This made sure that everyone—from seasoned drifters to curious newcomers—felt like they had a place in the Torque Drift community.

2. Going Digital: From Zero to 330,000 in No Time

With Torque Drift 2’s fanbase, we wanted to make sure every post, story, and video hit home. And we’re not talking cookie-cutter content here—we wanted fans to feel like they were part of the Torque Drift family.

YouTube: Bringing Drift to the Screen
Torque Drift 2’s YouTube channel became a must-watch for drift fans. From game tutorials to behind-the-scenes interviews with big names like Randy from Illiminate and Adam LZ, we made sure the content was as thrilling as a hairpin turn. This approach racked up over 28 million views and added 83,000 new subscribers. Seven videos even hit the one million mark—proof that people were loving what they saw.
Instagram: Revving Up Engagement
Instagram became our virtual pit stop, where fans could get quick, daily doses of drift action. And the numbers tell the story: we saw a 4,781% jump in impressions and a 249% increase in engagement. Reels were the real MVP here, pulling in over 21 million views and keeping the energy high.
Metrics That Made Us Smile:

Post Engagements: 3.2 million
Click-Through Rate: 1.54% (39% better than the average!)
Cost Per Click: Just $0.22 (87% cheaper than usual)
Cost Per Engagement: A cool $0.01—talk about a deal!

3. Influencer Magic and Real-World Connections

What’s a launch without a little star power? We partnered with influencers and drivers who spoke the language of drift. From content collabs with Randy from Illiminate to in-depth features with Formula Drift drivers, we made sure fans got their inside look at the game. These partnerships brought Torque Drift 2 to audiences who were eager to see what all the hype was about.

Japan Trip: To ensure that every detail of the game felt true to drift culture, we took a trip to Japan—capturing authentic content, sealing licensing deals, and making sure every tire squeal in the game had the right vibe. This kind of commitment helped us create a game that resonated with fans across the globe.

Navigating the Web3 Roadblocks

Introducing web3 features into a game can feel like hitting the brakes on a smooth ride. Not everyone was excited about NFTs or blockchain tech, so we made it our mission to ease those concerns. We crafted clear messaging that let fans know that these features were optional and focused on the parts of the game that everyone could enjoy. The goal was to keep the experience as accessible and inviting as possible, and we think it worked—by the end, the community felt more like a group of friends than critics.

Results That Got Us All Fired Up

All that hard work paid off in some pretty awesome ways:

Building a Global Fanbase
In just six months, Torque Drift 2 saw over 350,000 downloads and brought together more than 330,000 followers across social media. We didn’t just build a following; we built a global community of fans who genuinely cared about the game.
Above-and-Beyond Performance
By being strategic with our ad placements and creative with our content, we didn’t just hit industry benchmarks—we left them in the dust. With our click-through rate at 1.54% and costs way below the average, we kept the momentum going without burning through the budget.
A New Drift Culture Staple
Through hands-on event activations, content that hit home, and a real commitment to authenticity, we helped make Torque Drift 2 a key player in the automotive and gaming world. It’s more than just a game—it’s a community where fans can enjoy everything they love about the automotive industry.

Wrapping Up: A Launch We’ll Never Forget

Our journey with Torque Drift 2 was one for the books. After all, it’s not every day you get to help build a community from the ground up, all while staying true to what makes the culture so special. MetaMartini is all about turning big ideas into real-world impact, and with Torque Drift 2, we did just that—creating an experience that fans loved and results that Grease Monkey Games could be proud of.

As we look back on this partnership, we’re reminded of the fun we had along the way. From the excitement of the Formula Drift events to late-night social media sessions, it was a ride we won’t soon forget. And we’re excited for whatever comes next—because if there’s one thing we know, it’s that we’re just getting started.

Case Study: How MetaMartini and Torque Drift 2 Took the U.S. Market by Storm