Brake Or Die
- Brand
- Oxelo
- Year
- 2010
- Objective
- Product Launch
- Industry
- Entertainment
- Mechanic
- Simulation & Strategy
- Platform
- Web
- Agency
- Mathieu Schatzler
Objective
Decathlon's skate brand Oxelo needed to launch the Diabolo, a new roller skate with a progressive brake that replaces the classic heel stopper with a tilt-activated system. The skate was aimed at beginners worried they'd never manage to stop, so the campaign had to make that reassurance felt, not just stated, and pull players from Facebook onto the brand's own site.
Solution
On the promo site, players click through the parts of the skate to trigger its brake mechanism and watch how the tilt-to-stop system engages. From there they move into an arcade game, playable either on the brand site or as a Facebook app called Brake or Die, so friends can jump in without ever leaving their feed. A third path lets players switch on their webcam and spin a full 3D model of the Diabolo in augmented reality, getting a close look at the brake from every angle before seeing it in a store.
- 1
The player lands on the campaign's all-Flash promo site and explores the new skate through a series of clickable animations that introduce the product and its brakeless stopping system.
- 2
From there the player picks an interface language and launches the campaign's browser game, which is playable in that same site section or, as an alternate entry point, inside a Facebook app without leaving the social network.
- 3
A separate augmented-reality mode lets the player turn on a webcam to view and examine a 3D model of the skate at home.
