Alien On Board
View the case- Brand
- Paul
- Year
- 2011
- Objective
- Awareness
- Industry
- Entertainment
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- RobotINK
Objective
Universal Pictures needed a way to pull moviegoers into the world of Paul before the comedy hit theaters, letting them live out its signature set-piece — smuggling a fugitive alien cross-country in a rented RV — rather than just watch the trailer. A browser game let fans join the chase themselves ahead of and during the film's release.
Solution
The player takes the wheel of the RV from the movie, seen from behind as it barrels down the highway with government agents in pursuit. Steering rocks the vehicle's body through every swerve, and its side doors swing open on the turns. The only defense is a barrel launcher mounted on the RV, which the player fires backward at the chasing cars. Those agents fight back with their own moves — ramming the RV, forcing it toward the shoulder, and tearing pieces off it — so each run comes down to holding the road and keeping the barrels flying long enough to stay in one piece.
- 1
The game runs in the browser as a promo tie-in for the film, requiring no separate install.
- 2
The player drives the film's RV down the road, with physically reactive handling: the body sways and the doors swing open and slam as it moves.
- 3
AI-controlled government agent cars approach from behind and the sides, cutting off and ramming the RV to knock parts off it.
- 4
The player fights back with a launcher mounted on the RV, firing radioactive barrels at the pursuing cars.
- 5
The core loop repeats — steering the RV while under attack and firing back — continuing until the vehicle is worn down by the agents' assaults; the level structure, win/loss conditions, and end screen are not documented.
