Ultimate Ride 2
- Brand
- BP
- Year
- 2011
- Objective
- Engagement
- Industry
- Other
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- Hellocomputer
Objective
BP wanted its Ultimate fuel range to own a piece of car culture rather than just talk about engine performance, so the brand built a home inside modding and tuning where petrolheads would linger far longer than a banner or a pre-roll could hold them.
Solution
You start by claiming a Volkswagen GTI6 and working through the customization screens, picking parts and finishes to build out your own tuned build. From there you choose how to spend it: park it in the virtual show for other players to admire, drop into an online race against real opponents, or flip into judge mode and rate other players' rides. Every action feeds your StreetCred balance, the running score that marks your standing in the community, so a session ends with your car a little further upgraded and your name a little further up the pack.
- 1
The player joins the BP Ultimate Ride 2 promo site and is given a virtual Volkswagen GTI6 as the starting car.
- 2
The player customises the GTI's appearance by choosing from available parts and styling options.
- 3
The player also tunes the car's performance, not just its look.
- 4
The finished car is entered into a virtual car show, where it goes on public display for other players to see.
- 5
The player races the tuned car online against other players.
- 6
The player judges other players' cars in the show, and in turn has their own car judged by others.
- 7
Showing, racing, and judging all earn StreetCred, an in-game currency that tracks the player's progress and status.
