Volvo Ocean Race Rush
Open the game- Brand
- Volvo
- Year
- 2008
- Objective
- Awareness
- Industry
- Automotive
- Mechanic
- Racing
- Platform
- Web
- Agency
- Euro RSCG 4D (Holland)
Objective
Volvo leveraged its sponsorship of the prestigious 2008-2009 Volvo Ocean Race to build brand engagement through an interactive gaming experience. The RUSH game was designed to increase awareness of the global yacht racing competition and immerse consumers in the excitement and prestige of ocean racing through an interactive rescue scenario.
Solution
Euro RSCG 4D developed RUSH, an interactive web-based game where players take on the role of a rescue team with four minutes to provide correct directions to save a yacht crew member in distress. The game featured a four-screen video interface and showcased specially branded Volvo vehicles (V70, XC70, and XC90 Ocean Race editions) used by the rescue team characters—Bengt, Carin, David, and Anders. The game was deployed online during the 2008-2009 race season.
Results
The game attracted over 220,000 players during the 2008-2009 Volvo Ocean Race.
