Razer Computers is the #1 gaming peripheral hardware brand in the world. They were looking for a high-profile exposure with hackers, gamers, techies or creatives. Fate of the Furious (Fast and Furious 8) provided the tentpole power and ideal character associations Razer wanted.
With a story built on computer hacking, Fate of the Furious was an ideal brand fit. Utilizing no more than close personal relationships and product loan outs, Razer laptops were cast with two key characters, as their personal laptops.
Razer’s appearances in the $1.2 billion-grossing film featured hands on use with both Tej (Ludacris) and Ramsey (Nathalie Emmanuel). We saw the Razer logo on Tej’s laptop for several seconds and the logo was unmissable. With brands paying millions of dollars for integrations, Razer’s presence in Fate of the Furious provides a perfect illustration of the effectiveness of our boots on the ground approach.
Media Value: $10.5M
Seconds on Camera: 10