#RCZRACE

Objective

Peugeot launched the new RCZ R, a high-performance sports coupe capable of accelerating from 0 to 140 km/h in just 11 seconds. The brand sought to create a viral marketing experience that would demonstrate the car's exceptional speed in an interactive, engaging way while building buzz among younger, digitally-engaged consumers.

Solution

BETC Digital and 60fps created #RCZRace, an interactive web-based game where players raced against a video of the RCZ R accelerating from 0 to 140 km/h. The core mechanic required players to type one of 15 pre-written 140-character tweets within the 11-second acceleration window—essentially racing the car through typing speed. The campaign launched in March 2014 in France and ran for three weeks. Winners were determined by fastest typing speed; the top 500 players entered a lottery to win a weekend at the Nurburgring racing circuit.

Results

The campaign attracted 152,000+ participants over its three-week run. Players generated over 12,000 successful tweet submissions. Five hundred top performers were eligible for the grand prize drawing.