Peugeot RCZ-R

Brand experience

Challenging Peugeot drivers in the ultimate mobile racing game

Challenge

Create an activation campaign that promotes the Nürburgring race and gives Peugeot drivers and fans the chance to win tickets.

Outcome

A mobile racing game where players compete against a professional Peugeot rally driver to promote the race on the Nürburgring circuit.

Impact

The game had over 8,000 unique users and generated more than 950 Facebook likes on the Peugeot fanpage, a conversion rate of 10.4%. The average app visit lasted 2:09 minutes and users played an average of 2.4 races.

Strategy

Peugeot needed a way to promote the racing event at the Nürburgring in Germany and we took this as an opportunity to create the ultimate racing game. The game challenges the player to race against Peugeot driver Kevin Abbring on an exact copy of the Nürburgring. The RCZ-R, Peugeot’s ultimate sports car, was chosen as the featured car.

The game not only promoted the race, but also drove likes for Peugeot’s Facebook fanpage. The campaign engaged customers in an inventive way that highlights Peugeot’s bold and daring brand.

Creative

The app features a video to introduce players to the Peugeot campaign and set the game scene. To win the race, players have to beat Peugeot’s rally driver, Kevin Abbring, in the virtual Nürburgring Grand Prix track. The application was created from scratch, starting with nothing more than the model of the car and Google maps. The track was perfectly recreated and presented with a “need for speed” aesthetic, which is especially visible in the details and motion of the car.

The virtual track is divided into 96 separate sections which load while the game is being played to ensure a seamless experience. Players with the fastest race time won a VIP race weekend.

Technology

The racing game was completely made with HTML and designed to be accessible on all devices. Players could steer the car using the keyboard arrows, but the real challenge was in the mobile version. The game is the first to use integrated gyroscopic steering technology where players can just tilt their mobile or tablet to steer the car in the right direction.

System Integrations

Peugeot API for XML form data

Tech partners

Highlights

The game reached an audience of over 100,000 people on social media, without any advertising budget.
The game is the first to use integrated gyroscopic steering technology and was a hand-drawn recreation of the Nürburgring Grand Prix track.