Rebels, Race On.
- Brand
- Porsche
- Year
- 2015
- Objective
- Product Launch
- Industry
- Automotive
- Mechanic
- Puzzle
- Platform
- Web
- Agency
- UDG United Digital Group
Objective
The Cayman GT4 was Porsche's most track-focused Cayman yet, and the brand needed buyers to engage with its engineering rather than skim a spec page. UDG built a web special that turned the car's technical story into something visitors had to work through, holding attention on the model far longer than a standard product page.
Solution
The visitor lands in a concrete bunker where the new Cayman GT4 sits trapped, with the goal of setting it free. Getting it out means clearing five levels, each gated by a question about the car's engineering — get it right and the path forward opens, complete with button sounds and small animated feedback that make the site feel like a game rather than a brochure. The whole thing runs in-browser on desktop or mobile, no download required. Answer the fifth and final question correctly and the bunker gives way: the GT4 rolls out into the open, shown on a race track — its natural habitat — closing the session.
Results
60,000 visitors to the web special in the first two months after launch.
- 1
The player opens the microsite to find the new Porsche Cayman GT4 sealed inside a concrete bunker, with a single goal set from the start: free the car and get it outside.
- 2
The site plays as an exit game: the player clears five sequential levels, each posing a multiple-choice question about the Cayman GT4's specs and features, and a correct answer unlocks the way to the next level.
- 3
Answering the fifth and final question releases the lock on the bunker, ending the session with the Cayman GT4 shown free on a race track.
