Team Alpine Matmut Challenge

Objective

Matmut insurance, as the title sponsor of Team Signatech Alpine's endurance racing team, created an interactive racing game to deepen fan engagement around the FIA WEC season and the 24 Hours of Le Mans. The campaign aimed to strengthen the brand partnership and build community around Alpine's A470 prototype through an accessible gaming experience that brought the emotion and technical challenge of endurance racing to a wider audience.

Solution

An online 3D racing game where players take the wheel of the Alpine A470 prototype through eight levels—seven track courses and one pit-stop challenge—with dynamic conditions including rain and night racing. The scoring system rewards speed and precision, with an unlockable bonus level discovered by collecting the letters M-A-T-M-U-T across intermediate stages. Players compete on a global leaderboard, shareable on social media, creating a community-driven competition. The campaign ran for six weeks (May 23–July 2, 2017) across web and mobile platforms, with the top 100 players entering a lottery drawing for prizes including a PlayStation 4, a 24 Hours of Le Mans racing experience, the Project Cars video game, and Alpine branded merchandise.

Results

Not published.