Hess Jet

Objective

Hess Corporation sought to extend its 46-year Toy Truck tradition into the digital realm and create an engaging online alternative that would appeal to younger audiences while driving foot traffic to Hess Express convenience stores. The initiative aimed to strengthen brand loyalty and provide customers with memorable interactive experiences during the holiday shopping season.

Solution

Hess developed two browser-based racing games distributed across web, iOS, and Android platforms. Hess Jet (2010) was a flight simulator where players piloted a virtual aircraft through three scenic courses—Island, Desert, and Snow—executing aerial tricks like barrel rolls and corkscrews for style points. The game featured competitive leaderboards and multiplayer modes to encourage social engagement and Facebook sharing. Hess Racer (2011) expanded the concept with vehicle selection mechanics (Race Truck vs. Race Car), in-game currency for vehicle upgrades, and friend-to-friend trading cards, available on Facebook, Hess.com, and native mobile apps.

Results

Hess introduced the Hess Jet Game on Facebook in November 2010, with iPhone and iPad apps launching on iTunes starting December 15, 2010. The game featured cross-platform availability and social media integration, allowing players to compete in real-time and share achievements to Facebook.