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GTA VI Cars Take to Miami

PR Campaign
Friday 16th October, 2026

Ahead of Grand Theft Auto VI’s release, Rockstar Games teamed up with West Coast Customs to build six real versions of cars from the game, from lowriders to exotic models. They took them for a drive around Miami, dressed with Vice City details and Rockstar branding, turning familiar in-game vehicles into a real-world sight.

Why it worked: A timely, visual stunt turned virtual IP into scarce, street-level spectacle in the launch city, creating filmable B-roll and easy headlines.

The lesson: Worth trying: recreate a beloved fictional element at 1:1 scale in the relevant location and invite press to capture it in motion.

Rockstar Games West Coast Customs
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Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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