Case Study: Ken Block

Ken Block's latest drifting video: Gymkhana 7 has been viewed over 31 million times on YouTube. The motorsport Gymkhana is the art of memorising a predetermined track and completing it in the fastest time possible and in the most stylish way. Ken Block elaborates on this with more extensive tracks, hitting high speeds and drifting what are mostly all-wheel-drive cars.

Ken Block has seen huge success as a rally driver with many sponsors including Monster Energy and DC Shoes. He is also an entrepreneur; as the founder and co-owner of an apparel brand called Hoonigans that aims to sell towards auto enthusiasts.

Now one of the most iconic cars in the world is Ken Block's custom built 1965 Ford Mustang dubbed the 'Hoonicorn' is tailored for going sideways in a cloud of smoke. Featuring an aftermarket widebody kit, ducktail spoiler, bug catcher and branded fifteen52 wheels; all of these features are very popular in the aftermarket industry.

Need for Speed 2015 is an underground street racing game with a heavy focus on aftermarket customisation and many different styles of driving. Ken Block is one of the main characters you meet in the story of the game; the aim is to impress him and become recognised by him to complete his narrative thread; an appealing motive in terms of marketing for any fans of Ken Block or anyone interested in him as automotive icon.

Thanks to the developers of Need for Speed, I was able to meet Ken Block in August at the global gaming convention; Gamescom and ask him about what he thought of the game and how he fit into the picture. He told me that having the freedom to take your car and do what you want is seriously fun and of course a lot cheaper, he said that being able to throw around your own custom built car and not worry about the consequences (like paying for repairs) is very addictive.

This again proves my point that this passion can be an expensive one and the virtual world might just be able to help with that.