Peugeot RCZ TestRace
Open the game- Brand
- Peugeot
- Year
- 2014
- Objective
- Awareness
- Industry
- Automotive
- Mechanic
- Racing
- Platform
- Mobile web
- Agency
- DPDK
Objective
Peugeot launched a new high-performance RCZ-R sports car variant and needed to generate awareness and engagement among car enthusiasts. The brand created an interactive digital experience that let players compete against a professional racing driver to showcase the vehicle's performance capabilities.
Solution
DPDK developed a browser-based racing game using HTML5 with gyroscope-enabled steering for mobile and tablet devices. Players competed against professional Peugeot driver Kevin Abbring on a hand-drawn recreation of the Nürburgring circuit. A social media component encouraged players to tweet their results—the 500 best tweets were entered into a lottery to win weekend experiences at the actual Nürburgring racing circuit. The three-week campaign combined gaming with participatory engagement.
Results
DPDK received FWA Mobile of the Day recognition for the Peugeot RCZ TestRace campaign.
