Street Pursuit
- Brand
- DIM
- Year
- 2016
- Objective
- Product Launch
- Industry
- Fashion & Beauty
- Mechanic
- Adventure & Quest
- Platform
- Web
- Agency
- Exzeb
- With
- Gang Digital
- With
- HKI
Objective
DIM launched its men's 3D Flex Stay & Fit boxer briefs, built around a Power Grip waistband that stays put during movement, and wanted to extend its cult 1990s "L'Australien" ad heritage into digital. The campaign carried the tagline "for men who value their freedom," and needed a reason for that audience to visit the brand site and enter a related sweepstakes.
Solution
The game drops you straight into a 360-degree photo of real Paris streets and rooftops, continuing the TV spot in which a man chases his hat across the city. You drag with the mouse to look around the panorama and click your way from vantage point to vantage point, tracking the runaway hat before time runs out. A running clock turns the chase into a race against yourself: finish fast enough and you're entered into a trip-to-New-York draw with instant-win boxer briefs, finish slower and you still walk away with a discount coupon. Once the run ends, you fill in a short form or log in with Facebook to lock in whatever you won, and you're free to keep replaying as many times as you like for the rest of the contest period.
- 1
The player visits the campaign's promo site and is invited to play a chase mini-game that continues the story of the brand's ad, in which a man's hat blows away over the rooftops of Paris. Rules explain the goal: catch up with the hat within a time limit, with faster finishes unlocking better prizes.
- 2
Each stage places the player inside a 360-degree photo panorama of a real Paris location. Controls are mouse-only: the player looks around by dragging the view and clicks points in the scene to move toward them.
- 3
In each panorama the player must spot the hidden hat and click toward it before time runs out, advancing scene by scene along a chase route through Parisian streets and across rooftops that mirrors the path from the TV ad.
- 4
When the chase ends, the player's total time is revealed. Finishing under 40 seconds wins a discount coupon instantly, and finishing under 25 seconds wins a pair of boxers instantly plus entry into a sweepstakes for a grand prize.
- 5
To claim a win, the player submits an entry form with personal details or signs in through Facebook. Coupon winners receive a 40%-off code by email valid online and in stores, boxers are mailed to winners, and the sweepstakes winner is announced separately.
- 6
The player can replay the game as many times as desired for the rest of the contest period to post a faster time and move into a higher prize tier.
