BP Ultimate Ride 2

Objective

BP aimed to engage automotive enthusiasts and car culture audiences through an interactive branded experience aligned with their Ultimate fuel performance positioning. The campaign leveraged multiplayer online gaming to build brand engagement and create a community around car customization and competition.

Solution

Players customized and tuned a virtual Volkswagen GTI6, entering their vehicles into simulated auto shows and competing in multiplayer online racing. The game incorporated a peer-judging system where players rated other competitors' cars to earn in-game StreetCred currency. The web-based multiplayer game combined elements of car culture (customization, auto show entries, racing, judging) with competitive gameplay and progression mechanics. Developed by HelloComputer with VFX production by Motif Studios, it launched on March 31, 2011.

Results

Specific campaign metrics (participation numbers, reach, engagement duration, business impact) were not publicly documented. The campaign achieved recognition in design and production communities, featured on The FWA awards platform and cited in VFX/design publications for its production quality execution.