Team Alpine Matmut Challenge
- Brand
- Alpine
- Year
- 2017
- Objective
- Engagement
- Industry
- Automotive
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- Flaq Digital
Objective
Matmut used its title sponsorship of Signatech Alpine's WEC prototype team to mark the renewed partnership around Alpine with something more tangible than a logo on a car. The brief was to give fans a taste of endurance racing's tension and unpredictability, pull them into a competition they'd register for, and keep them coming back through the WEC season and the 24 Hours of Le Mans — while getting them to share their score with friends.
Solution
Players open the game in a browser and start by driving the Alpine A470 through a prologue, then move on to a series of race stages, each with its own condition to master: rain-slicked corners, night driving, fuel management, a pit stop, overtaking rivals. Every stage is timed, and the best lap earns points on a leaderboard that shows the top 10. Players can register to enter the competition, share their result on social media, and hunt for a hidden bonus level by collecting the letters M-A-T-M-U-T scattered through the stages. A prize draw runs across the top 100 finishers and all registered entrants at the end of the campaign.
- 1
Players load the game directly in a browser at the campaign site, with no installation; a large one-time download of models and textures runs up front, after which the race engine performs smoothly.
- 2
An intro screen invites players to start. Joining the overall ranking and prize draw, open only to French residents, requires a free registration with contact details, though anyone can play the races without signing up.
- 3
A prologue lets players try two different driving-control schemes in a short practice run and choose the one they'll race with going forward.
- 4
From a stage-select screen, players pick among laps that look distinct in weather and time of day, though all of them run on the same track layout underneath.
- 5
Players drive the Alpine A470 with the arrow keys; there is no dedicated brake, so lifting off the throttle is what slows the car, making throttle control the core skill. A large, legible HUD shows the track map and race stats, and the chief hazard is contact — hitting the outer wall or another car costs dearly, so a clean line matters more than raw speed, with passing rivals posed as its own challenge on top.
- 6
Conditions vary by stage: a rain stage makes the car slide and demands more caution, while a night stage darkens the visuals, adds an aurora-like effect in the sky, and paints directional arrows on the asphalt to help read corners in the dark.
- 7
One stage swaps racing for a pit-stop challenge off the track, while the track stages add a fuel gauge that players must keep an eye on over the lap.
- 8
Across the stages, players spot and collect one letter of the word MATMUT per stage; gathering all six is the only way to unlock a hidden bonus level.
- 9
Each stage runs its own rules and difficulty, and scores are set by completion time, so replaying a stage for a faster run raises the score; accumulated points feed an overall ranking that shows a player's placement and a top-10 showcase, shareable to social media.
- 10
Over the campaign's six-week run, the top 100 in the overall ranking competed for a grand prize, while all registered players were eligible for other prizes: Le Mans 24 Hours racing seats, PS4 consoles with Project Cars, headphones, polo shirts, mugs, and caps.
