Rooftop Racer

Objective

Coke Zero partnered with NASCAR as title sponsor of the inaugural Coke Zero 400 race in July 2008, using the sport and celebrity driver Elliott Sadler to reach racing enthusiasts. The brand created an online skill-based game to drive engagement and brand awareness among the racing audience during the high-profile NASCAR event.

Solution

Rooftop Racer was a browser-based racing game where players controlled Elliott Sadler's car through a five-lap race. The distinctive mechanic required players to keep a Coke Zero bottle balanced on the car's roof while using arrow keys to accelerate and maneuver. The longer players remained in the race while maintaining the bottle's balance against competing drivers, the higher their score, with hidden bonus points available throughout the game.