Land Rover USA Race the Sun
Open the game- Brand
- Land Rover
- Year
- 2013
- Objective
- Product launch
- Industry
- Automotive
- Mechanic
- Racing
- Platform
- Mobile web
- Agency
- Q Department
- With
- MJZ
- With
- Wunderman NY
- With
- Y&R New York
- With
- Stink Studios
Objective
Land Rover launched this interactive digital experience to drive awareness and consideration for the all-new 2014 Range Rover Sport among affluent automotive enthusiasts. The campaign aimed to engage potential customers through a more immersive, interactive storytelling approach that combined premium cinematic content with competitive gaming elements, positioning the Range Rover Sport as a high-performance vehicle suited for luxury buyers.
Solution
Race the Sun was an interactive film and racing game hybrid where players controlled the experience using their mobile phone (via synchronization) or computer keyboard. The narrative followed a high-stakes race across wilderness and asphalt driving the 2014 Range Rover Sport toward the setting sun; viewers competed to keep pace with the vehicle, earning a score and achievement level at the end. Built using HTML5, CSS, jQuery, SVG, and WebSockets with responsive design, the experience was directed by Danté Ariola and promoted through major digital takeovers on ESPN, The New York Times homepage, and YouTube.
Results
Not published.
