Play The Road
Open the game- Brand
- Volkswagen
- Year
- 2014
- Objective
- Engagement
- Industry
- Automotive
- Agency
- Volkswagen UK
Objective
Volkswagen launched an interactive gaming activation to promote the new Golf GTI during Australian television commercial breaks. The campaign aimed to engage TV viewers in real-time by offering them the chance to race the vehicle against other players nationwide and compete for a grand prize giveaway.
Solution
Players scanned a QR code displayed during 3-minute TV ad breaks to instantly access a 3D racing game featuring the Golf GTI. The game offered three practice tracks set in the Australian outback, snowy mountains, and coastline, plus one exclusive competitive city track (inspired by Blade Runner and Tron) available only during synchronized commercial broadcast windows. Real-time leaderboards tracked player rankings across three Australian time zones. The game was built using Three.js for 3D graphics, Phaser 3 for the HUD interface, Cannon-es physics engine, and hosted on Google Cloud Platform to handle backend infrastructure and race-window synchronization.
Results
Not published.
