RCZ R Proefrace (RCZ R Test Race)
- Brand
- Peugeot
- Year
- 2014
- Objective
- Awareness
- Industry
- Automotive
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- DPDK
Objective
Peugeot wanted to build buzz for the RCZ R, its most powerful RCZ, and drive entries into its Nürburgring "Ultimate Test Drive" event — without a media budget, it needed the campaign to spread on its own through social sharing and Facebook engagement.
Solution
The player lands on the campaign site, jumps into the RCZ R and races one lap of a hand-drawn Nürburgring GP circuit against the recorded time of Peugeot's own driver, Kevin Abbring. On a phone or tablet there's nothing to tap for steering — the player tilts the device left and right to swing the car through the corners, while on desktop it's driven with the keyboard. As soon as the lap ends, the player sees their time stacked against Abbring's and can share the result on Facebook; anyone who beats his time goes into contention for a real drive in the RCZ R at the Nürburgring, with the quickest times winning a VIP race weekend.
Results
The game reached an audience of over 100,000 people on social media, without any advertising budget.
- 1
The player lands on the campaign site rcz-proefrace.nl, which challenges them to drive a virtual test lap in the Peugeot RCZ R faster than Peugeot's own racing driver, Kevin Abbring.
- 2
The game requires no download and runs in the browser on desktop, mobile and tablet; on phone or tablet the player steers with no on-screen controls at all, tilting the device left and right to turn the car via its gyroscope.
- 3
The core loop is a single timed lap around a hand-drawn, illustrated recreation of the Nürburgring Grand Prix circuit, with the player's time measured directly against Abbring's benchmark lap.
- 4
Beating Abbring's time qualifies the player for a prize draw tied to Peugeot's "RCZ R Ultimate Test Drive": a real lap in the RCZ R at the Nürburgring, with the fastest recorded times winning a spot at the race weekend.
- 5
Beyond the race itself, the game is used to build Peugeot's Facebook fan page following and to promote the Nürburgring event to entrants.
- 6
The action is time-limited: after 29 June 2014 the site stops offering the race and instead tells visitors it has ended.
