Code Of The Curve
- Brand
- Porsche
- Year
- 2013
- Objective
- Awareness
- Industry
- Automotive
- Mechanic
- Puzzle
- Platform
- App
- Agency
- Metajive
Objective
Porsche needed a digital-first launch for the 2014 Cayman that would reach driving enthusiasts directly and prove the car's handling rather than just describe it, casting the Cayman as a high-performance yet attainable sports car. The app extended the "King of the Curve" TV series beyond its on-camera competitors, giving every fan and Porsche dealer a way to measure their own driving skill and join the campaign.
Solution
Inside the free iPhone app, the player picks between browsing the Cayman lineup, catching up on "King of the Curve" episodes, or running one of two live driving challenges. In "Code of the Curve Challenge," the player performs a set driving drill in a real Cayman — such as slaloming through cones or braking to a stop inside a marked box — while the phone times the run and uses GPS to confirm they hit the right spots, then posts the score to a global "King of the Curve" leaderboard. In "Record Your Curve," the player hits record before an ordinary drive and lets the accelerometer track speed and cornering g-forces through their route, racking up points for every curve taken. When the drive ends, the player gets a stats readout, a map of the route just driven, their leaderboard rank, and badges to unlock, then shares the results and photos with the hashtag #CaymanCode.
- 1
The player downloads Porsche's free "Code of the Curve" iPhone app, promoted through the caymancode.com campaign site and Cayman 2014 launch videos.
- 2
The home screen splits into four sections: a car catalog, show footage, and two physical-digital competition modes, and the player picks where to go.
- 3
In the catalog section, the player learns about the Cayman itself, with the app explaining the car's specs and cornering behavior as an educational tie-in.
- 4
In the show section, the player watches footage from "King of the Curve," the Speed channel series where Porsche fans, professional drivers, and celebrities compete in precision-driving exercises.
- 5
In the "Code of the Curve Challenge" mode, the player is shown precision-driving exercises to repeat on a closed course, such as slaloming between cones and stopping inside a cone-marked square; the app times the attempt and uses GPS to confirm the player is at the right point on the track before counting the result.
- 6
In "Record Your Curve" mode, the player starts recording before a normal drive, and the phone tracks speed and g-forces as the player drives, scoring points for each corner taken.
- 7
After a session, the player sees live stats and a global ranking, with the recorded route plotted on a real-world map.
- 8
Results earn the player badges and a spot on the global leaderboard, feeding into the worldwide "King of the Curve" online competition among all owners.
- 9
The player shares achievements and photos from the app and follows the wider campaign under the hashtag #CaymanCode.
