Chase The Line
Open the game- Brand
- Peugeot
- Year
- 2015
- Objective
- Product Launch
- Industry
- Automotive
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- DPDK
Objective
Peugeot needed to launch the 308 GTi by Peugeot Sport and stake its claim in the hot-hatch segment, proving the car's power and handling while reinforcing Peugeot's image as a young, dynamic, sport-driven brand. Built as the digital extension of the international 'Push The Limits' TV campaign, the experience gave Peugeot a way to turn ad-driven interest directly into test-drive bookings.
Solution
Players get behind the wheel of the 308 GTi by Peugeot Sport on the real Circuit de Charade in France, chasing a racing line laid over genuine race footage rather than rendered graphics. As the car speeds around the track, players can switch between multiple camera angles in real time, picking their own view through each corner. Steering is handled by tilting a mobile phone, or by using a phone as a wireless controller when playing on desktop. Before or after a run, players can also ride a 360°/VR lap alongside a professional driver to see exactly where the ideal line goes. At the end of a lap, the result is submitted to Peugeot and the player is entered into a draw for two seats at the Peugeot Racing Experience.
Results
The campaign lifted test-drive requests for the 308 GTi by Peugeot Sport by 65%.
- 1
The experience opens with a clip from the international Peugeot 308 GTi TV commercial, styled in the same black-and-red-orange palette as the ad, then moves into an intro film that invites the player to take the wheel of the Peugeot 308 GTi by Peugeot Sport.
- 2
The task is set: drive the ideal racing line around Circuit de Charade, the circuit near Clermont-Ferrand, France that hosted Formula One Grands Prix from 1965 to 1972.
- 3
Players choose desktop or mobile; desktop players can pair a smartphone to use as a controller, while mobile players steer by tilting and turning the phone using its gyroscope.
- 4
The core loop runs over real video footage of the track rather than rendered graphics: the player steers left and right to move the car across the width of the road while following an ideal racing line hand-drawn in WebGL across more than 500 frames, keeping correct perspective and distance as the car moves.
- 5
During a run the player switches instantly between 15 filmed camera angles, changing perspective on the fly — on mobile this is tied to tilting the phone.
- 6
A separate mode lets the player ride alongside a professional driver for a lap in VR/360°, watching a reference lap to see where the correct line runs.
- 7
A session ends with the player submitting their lap result to Peugeot for entry into a sweepstakes for a PEUGEOT Racing Experience for two.
- 8
The advertised prize is a fully organized day at the track sampling different PEUGEOT sport models, capped by driving the 308 GTi by Peugeot Sport in person and attempting the ideal line for real.
