World Of Think Blue
- Brand
- Volkswagen
- Year
- 2011
- Objective
- Awareness
- Industry
- Automotive
- Mechanic
- Simulation & Strategy
- Platform
- Web
- Agency
- Tribal Worldwide
Objective
Volkswagen was rolling out its global Think Blue environmental platform in Singapore and wanted eco-friendly driving to feel like something people chose to do, not a duty. The site aimed to teach the audience economical-driving habits, build a following on Facebook and Twitter, and route interest into Volkswagen's certified Eco-driving Programme.
Solution
Players pick a Volkswagen model and invite three Facebook friends along, then set off on a virtual road trip across Singapore, watching the route unfold through real driver's-seat footage rather than a map. Checkpoints along the way open pop-up "fuel challenge" mini-games, each testing a different piece of economical driving. Players can drop personal notes at stops, and their Facebook and Twitter friends see the trip progress in real time. On the side, there are three animated Think Blue Tales to watch and a sign-up link for Volkswagen's real-world Eco-driving Programme. The trip ends with a downloadable souvenir map carrying a custom number plate and a group "photo."
Results
More than 50,000 visits from 96 countries, with 40% of users returning for repeat visits.
- 1
The game opens on a 3D globe interface representing the "Think Blue" world, from which the player chooses between the road trip, the Think Blue Tales story section, and an eco-driving course.
- 2
Starting the road trip, the player picks a Volkswagen model to drive, plots a custom route across Singapore on Google Maps, then connects Facebook to bring three friends along as passengers.
- 3
The trip plays out as first-person road footage — real filmed Singapore streets rather than a generic map view — streamed in based on the route the player chose.
- 4
The car stops at checkpoints along the route, where the player plays a "fuel challenge": a simple multi-window HTML5 minigame that demonstrates fuel-efficient driving habits.
- 5
At each checkpoint, the player can also leave a personal note, marking that point of the trip with their own message.
- 6
Elsewhere in the world, the player can watch three animated Think Blue Tales, narrated by a child, about Volkswagen's cars and technology.
- 7
Finishing the trip produces a downloadable souvenir — a route map complete with a custom number plate and a "photo" of the player and their passengers — plus a widget that replays the trip elsewhere and shares it to Facebook and Twitter.
- 8
Players who complete every fuel challenge without mistakes are entered for a chance to win a weekend behind the wheel of a Volkswagen; the site also lets visitors sign up separately for an eco-driving course with certified instructors.
