Agent M09
Open the game- Brand
- Renault
- Year
- 2008
- Objective
- Product launch
- Industry
- Automotive
- Mechanic
- Racing
- Platform
- Web
- Agency
- Publicis Net
Objective
Renault launched the Megane Coupe with a partnership with EA Games, leveraging the Need for Speed: Undercover franchise to reach gaming audiences. The advergame allowed players to experience the new vehicle weeks before its commercial release, positioning it as an exclusive in-game asset within the popular racing game universe.
Solution
Agent M09 was an interactive advergame where players assumed the role of a secret agent tasked with finding and delivering the new Renault Megane Coupe. A dedicated mini-site hosted the experience, and the Megane Coupe was integrated into Need for Speed: Undercover as a tier 3 vehicle (valued at $65,500 in-game) that players could unlock through gameplay missions. The car became available in the game on November 21, 2008—weeks before the vehicle's commercial launch.
Results
Not published.
