Golf GTI Tracks
- Brand
- Volkswagen
- Year
- 2009
- Objective
- Awareness
- Industry
- Automotive
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- Artificial Rome
- With
- FxLab
- With
- KMF
Objective
Volkswagen needed to launch the sixth-generation Golf GTI to a worldwide audience and wanted fans to feel the car's driving thrill firsthand, rather than just hear about it in a conventional ad. Building the launch as its own interactive experience, rather than a standard commercial, let the brand put players directly behind the wheel.
Solution
The player opens the game in a browser, picks a language and country version, and drops into a cinematic night drive through an unfamiliar city at the wheel of a Golf GTI. Live-action clips of a mysterious woman cut into the gameplay, setting up a chase whose direction keeps flipping: one stretch has the player pursuing her, the next has her closing in behind. Each clip resolves into a new driving segment, so choices and reactions during the chase carry the story forward scene by scene. The session plays out as one continuous night-into-dawn pursuit, ending when the chase resolves.
- 1
Players open golf-gti-tracks.com and pick a language or country version before entering the Flash experience, which shipped in German and English plus more than 35 country variants.
- 2
The story opens at night, with the player behind the wheel of a new Golf GTI dropped into an unfamiliar city; the action plays out across the stretch between night and dawn.
- 3
A mysterious woman, played by actress Nadeshda Brennicke, drives the plot: the player's real opponent throughout is her, not a countdown or generic rival.
- 4
The core loop is a chase with an open outcome — in some episodes the player is the pursuer, in others the pursued, and which side wins is not fixed in advance.
- 5
Episodes alternate between playable driving scenes and filmed live-action footage, shot at the Golden Guppy studio in Hamburg and the Volkswagen car museum in Wolfsburg, so the story shifts between segments the player watches and segments the player drives.
