7.6 seconds with Passat GTE
Open the game- Brand
- Volkswagen
- Year
- 2016
- Objective
- Product launch
- Industry
- Automotive
- Platform
- Web
- Agency
- Try
- With
- TRY Apt
Objective
Volkswagen aimed to engage consumers with the Passat GTE by highlighting its key performance specification—0-100 km/h acceleration in 7.6 seconds—through an interactive gaming experience. The campaign used gamification to create a memorable, shareable way to communicate the vehicle's performance while offering the car itself as a prize incentive.
Solution
The campaign featured an interactive timing game where players attempted to stop a countdown timer at precisely 7.6 seconds, matching the Passat GTE's actual acceleration benchmark. Users engaged with the game while learning about the vehicle's capabilities, with the opportunity to win a Passat GTE as the grand prize. The experience was built using WebGL and video integration, with fullscreen design and mobile optimization to ensure broad accessibility across devices.
Results
The campaign received an Honorable Mention award at Awwwards on May 4, 2016, and won the Website of the Day award from CSS Design Awards on May 6, 2016. Community ratings were consistently strong, with the highest score of 10.0 and multiple scores of 9.0 from reviewers.
