www.rczrace-peugeot.com
Open the game- Brand
- Peugeot
- Year
- 2014
- Objective
- Product launch
- Industry
- Automotive
- Mechanic
- Racing
- Platform
- Web
- Agency
- Frederic Sounillac
Objective
Peugeot launched the new RCZ-R performance sports car and needed to create buzz around its impressive acceleration capabilities. The campaign positioned the car's performance against an unexpected challenger: the speed of social media. The objective was to engage younger audiences through a viral, interactive challenge that would drive brand awareness and social sharing for the high-performance model.
Solution
BETC Digital created an interactive web-based game where users attempted to type a complete 140-character tweet faster than it took the Peugeot RCZ-R to accelerate from 0 to 90 mph (140 km/h). Players were given approximately 11 seconds to type out one of 15 pre-written 140-character tweets. The game was built entirely in HTML5 with fullscreen design and featured gyroscope steering on mobile devices. The campaign launched across multiple social platforms including Twitter and Vine, with users sharing their results. The top 100 fastest typists were entered into a prize draw for the grand prize: a trip for two to participate in an exclusive test drive experience at the Nürburgring Nordschleife racing circuit in Germany.
Results
The site received an Awwwards Honorable Mention on October 2, 2014. Experience winners were invited to compete on May 16-18, 2014 at the Nürburgring.
