Park It!
- Brand
- Volkswagen
- Year
- 2013
- Objective
- Engagement
- Industry
- Automotive
- Mechanic
- Arcade & Action
- Platform
- App
- Agency
- Try
- With
- Norse Digital AS
- With
- Plan8
- With
- TRY Apt
Objective
Volkswagen Nyttekjøretøy (Volkswagen's commercial vehicles division in Norway) built the game to speak directly to a daily headache for professional van drivers — electricians, carpenters, couriers — finding a free parking spot on the job. It doubled as a low-friction way to reach that audience nationwide and pull them into Varebilcupen, VW's real van-driving championship, which was open to drivers of any brand.
Solution
Playing from a top-down 3D view, you steer a white van around a city using on-screen arrow buttons — left/right and forward/back — racking up points as you drive. A red countdown in the corner, "FINN P-PLASS OM 0:0X" ("find a parking spot in…"), keeps the pressure on, and other drivers online are chasing the same handful of open spaces, so a run ends the moment you either park before time runs out or lose the spot to someone faster. Score and high scores are tracked after each attempt, with SÅNN SPILLER DU explaining the rules, DIN PROFIL holding your stats, and START SPILLET! sending you straight back in for another round.
Results
A high score in PARK IT served as one of two qualification routes into Varebilcupen 2014, and 41 van drivers advanced through 17 regional semi-finals held across Norway — from Kirkenes to Kristiansand — into the national final in Oslo.
- 1
Framed as a promotional tie-in for Volkswagen's Varebilcupen competition, the game offers a digital path into a real-world regional semifinal: players download it to their phone and try to post a qualifying score, or skip the game entirely and register online for a random draw into the same event.
- 2
The start screen shows the PARK IT! logo over a dark, marked asphalt background, with menu buttons for how-to-play instructions, a high score table, and a player profile, alongside a large start button and Twitter/Facebook icons for sharing.
- 3
Starting a round drops the player into a 3D city seen from an angled top-down view, driving a white van among traffic (taxis, other vans) that includes other real players in a live multiplayer session; four on-screen buttons handle steering left/right and moving forward/back.
- 4
A persistent HUD tracks a running score in a black box and a red countdown reading how many seconds remain to find a parking spot, while comic-style point pop-ups appear over the van each time points are scored.
- 5
The round works like musical chairs: when the countdown hits zero, every player must already be parked in an empty spot, and since there are fewer spots than players, anyone left without one is knocked out of that round.
- 6
Scores feed into a high score leaderboard and a personal profile, and a strong result qualifies the player for a real regional semifinal of the Varebilcupen.
- 7
The competition continues offline: qualifiers compete in physical driving challenges at one of 17 regional heats — forward and reverse slalom and precision reverse-parking between two cars, scored on distance and touches — before regional winners meet in Oslo to compete for a Volkswagen Amarok.
