“The new Peugeot RCZ R can go from 0 to 140km/h in 11 seconds.” It may be true – the new Peugeot may even be the fastest car ever made right now – but not even an exclamation mark or an eager voice-over will get the message through the noise in carland.
So BETC sent out a different message, “Can you tweet from 0 to 140 characters in 11 seconds?” More than 152,000 wanted to find out, in the game’s first three weeks.
In #RCZRace for Peugeot, Tweeters pit their speed against the new Peugeot with its 270 horsepower engine. They tried to type any one of 15 different 140-character tweets before the car reached its max speed.
The game was launched in France as part of a contest to coincide with the car’s release.
PEUGEOT | #RCZRace | Case Study from Digi Case on Vimeo.
Among the 12,000+ (successful) tweets posted, 500 of the best typists were entered into a lottery to win several spots for a weekend at the famous Nurburgring circuit.
Creative credits:
Agency: BETC Digital
Creative director: Vincent Behaegel
Digital creative directors: Ivan Beczkowski & Frédéric Sounillac
Copywriter: Romain Pergeaux
Art directors: Sylvain Paradis & Damien Paris
Tech director: Thibault Dargeou
Tech consultants: Alain Nguyen & Eva Canales
Technology: HTML
Developer: Sylvain Tran
Development: 60 FPS
Sound & Design: LGM
3D: Yan Blary
Motion & Design: Marc Rodriguez
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