Hess Jet Game
- Brand
- Hess
- Year
- 2010
- Objective
- Engagement
- Industry
- Other
- Mechanic
- Racing & Sports
- Platform
- App
- Agency
- Grey NY
- With
- Rain
Objective
Hess wanted to bring its 46-year-old holiday tradition — the collectible Hess Toy Truck, sold only in its own gas stations — into digital form, giving buyers extra value with their purchase and putting the brand in front of a younger audience on Facebook and mobile during the crucial holiday season.
Solution
The player straps into the virtual Hess Jet, the toy plane from that year's Hess Toy Truck, and picks one of three courses — Island, Desert or Snow — to fly. Mid-flight they pull off barrel rolls, spins, vertical flips and knife-edge passes, chasing their own best time and clearing challenges to unlock the next course. A December update added live head-to-head play: challenge another pilot in real time and get scored on speed, control and trick style, with results and personal bests posted straight to the player's Facebook wall. Outside of duels, players can still check a global leaderboard or race a friend's saved time before closing out the session.
Results
The app ranked in the top 10 of the racing category on both iPad and iTunes.
- 1
Players reach the game through the Hess Express page on Facebook, or by downloading the free iPhone/iPad app.
- 2
Each session puts the player in the cockpit of the Hess Jet, the toy plane modeled on that year's Hess Toy Truck and Jet.
- 3
Before flying, the player picks one of three courses: Island, Desert, or Snow.
- 4
The core loop is a timed flight down the chosen course, racing the player's own best time while pulling off stunts such as barrel rolls, corkscrews, vertical flips, and sideways flight.
- 5
Clearing the challenges set within a course unlocks the next level.
- 6
A finished run is logged as a personal best and submitted to a global leaderboard for comparison against players worldwide.
- 7
Players can also enter a real-time multiplayer mode, challenging another player or friend to a race scored on speed, control, and trick style.
- 8
Players post their scores and challenges to their own Facebook wall.
