Rocket Racer
- Brand
- ICAP
- Year
- 2010
- Objective
- Engagement
- Industry
- Finance
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- Playerthree
Objective
Once a year ICAP hands over an entire trading day's revenue and broker commissions to charity, and needed to get brokers at offices worldwide excited about that day before it arrived. The campaign needed a hook built for a trading-floor audience — fast, competitive, and turning on the same risk instinct brokers use on the desk — plus a way to carry that energy from the game into the campaign's print and out-of-home pieces.
Solution
Players open the campaign site and pilot a rocket through space, watching their score climb as it flies further. At any second they can hit stop and bank whatever they've earned, or keep flying and gamble it all on a longer run. Push too far and the rocket crashes, wiping out part of the score. Each flight is over in seconds, so players fire off run after run, comparing scores against colleagues at other offices. The campaign's brochure carried a matching trick: holding its back page up to a webcam triggered an AR marker that launched a rocket straight off the paper.
- 1
The player reaches the game directly from the online hub of ICAP's Charity Day campaign; the Flash title opens in the browser with no install.
- 2
Playing as a broker racing rivals from ICAP offices worldwide, the player pilots a rocket through space, and the score climbs automatically the longer the flight continues.
- 3
At any moment the player can cash in to lock in the current score, or keep flying for a higher one; pushing too far risks crashing out, which costs part of the accumulated points.
- 4
Each run lasts only seconds, so the player immediately launches another attempt, chasing a better score in rapid, repeated sessions.
- 5
Outside the game, a "Rocket AR" marker printed on the back of the campaign brochure launches a virtual rocket off the page when held up to a webcam.
