Mad Max Pursuit
Open the game- Brand
- Mad Max
- Year
- 2015
- Objective
- Sales
- Industry
- Entertainment
- Mechanic
- Racing
- Platform
- Web
- Agency
- Christophe Menassier
- With
- FCINQ
Objective
Warner Bros launched an interactive marketing experience to promote Mad Max Fury Road's theatrical release in May 2015. The objective was to drive engagement with the film's high-octane action narrative by creating an immersive, socially connected gaming experience that extended reach beyond traditional advertising.
Solution
FCINQ developed an advergame where players assume the role of Max fleeing from Immortan Joe's forces. User actions triggered six-second video sequences from the film's trailer. Twitter served as the game master, programmed to comment on player actions, battles, and in-game events like weapon or fuel deliveries. Promotional codes unlocked exclusive branded items with different bonuses for distinct audience segments, creating social incentive to share and engage.
Results
Conversations tagged #MadMaxPursuit reached 42 million people organically, excluding paid media. The campaign earned an Awwwards Honorable Mention recognition in June 2015, with reviewer scores ranging from 6.0 to 8.4 across design, usability, creativity, and content categories.
