The Lucky Ones Game
- Brand
- New Volume
- Year
- 2020
- Objective
- Awareness
- Industry
- Entertainment
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- Tyron Layley
Objective
New Volume was releasing "The Lucky Ones," a single and video steeped in synthwave visuals, and wanted listeners to spend real time with the track instead of scrolling past another release announcement. Frontman Tyron Layley built a browser game around the song to pull fans into the video's neon world and give press and design sites something to cover beyond the usual streaming links.
Solution
The player lands on a browser page and is instantly behind the wheel of a car speeding down an endless road through a purple, neon-lit city lifted straight from the music video. The only controls are the left and right arrow keys, used to swerve around road signs and oncoming trucks as they appear. "The Lucky Ones" plays the whole time, so staying on the road for longer simply means hearing more of the song — a crash or a wrong move ends the run and the track along with it. There's no install, login, or menu to get through: the page loads and the drive starts immediately.
- 1
The game lives on its own subdomain, a browser-based arcade racer that requires no download, install, or login and opens straight into the drive.
- 2
The scene is a neon-purple night city stretching into the distance with palm trees lining the road, matching the look of the band's music video.
- 3
The band's single plays in full for the duration of the run, tying the soundtrack directly to the drive.
- 4
The player steers with just the left and right arrow keys, shifting the car between lanes to dodge oncoming road signs and trucks.
- 5
The run has no fixed end point: it continues until the car crashes, at which point the player restarts and drives again.
