GTi Legend The Game
- Brand
- Peugeot
- Year
- 2014
- Objective
- Awareness
- Industry
- Automotive
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- DPDK
Objective
Peugeot needed an online activation as spectacular as its new limited-edition 208 GTi 30th and the TV spot launching it — built and live within six weeks. The aim was to pull car enthusiasts into an experience that picked up right where that TV commercial left off, turning the interest it generated into test-drive leads, which meant the game had to run straight in a mobile browser with no app to download.
Solution
Open the link on a phone, tablet, or desktop and you're immediately behind the wheel of the 208 GTi 30th, tearing across a frozen lake. The ice cracks and gives way under the tires while missiles rain down from above, and objects scattered along the route either add to your score if you grab them or end your run if you hit them. There's no finish line — the goal is simply to survive and get as far as you can, with the pace and danger ramping up the longer you hold on. Controls and screen layout shift depending on whether you're tapping a touchscreen or using a mouse and keyboard, and each session ends the moment the ice — or a missile — finally catches you.
Results
The game was played more than 75,000 times, averaging three minutes per session and five plays per player overall. Broken down by device, players averaged five gameplays each on mobile and tablet and eight on desktop, with average visit duration across the campaign period running over three minutes.
- 1
The player arrives at a standalone site, gtilegend.nl, via a link from Peugeot's TV campaign or social media, and the game opens directly in the browser with no download required. Layout and controls adapt to the device, giving mobile and tablet players one setup and desktop players another.
- 2
The player drives a Peugeot 208 GTi 30th across a frozen lake, seen from a chase camera behind the car, mirroring the scene from Peugeot's "The legend returns" TV spot. The ice track stretches ahead with no fixed end.
- 3
Ice cracks and collapses behind the car as it drives; the player must keep the car ahead of the breaking ice or the run ends.
- 4
Missiles strike at the car along the way, recreating the ad's most dramatic moment, and the player steers around the blasts to avoid them.
- 5
Objects appear on the track that the player collects or dodges, adding bonus points to the final score.
- 6
The longer the player survives, the faster the pace and the denser the obstacles become, raising the challenge for players who keep going.
- 7
A run ends when the ice catches the car or a missile hits it, and the game shows how far the player traveled. Players typically restart several times per session, averaging five runs on mobile and eight on desktop.
- 8
After the run, the game offers a next step tied to the car itself: booking a test drive of the 208 GTi, turning interest sparked by the TV ad into a lead.
