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Interactive
Volkswagen: Golf Ad Break Championship Hype Reel
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Why watch ads when you can play them? Volkswagen has hacked the ad break in a new campaign out of DDB Group Sydney, giving viewers the chance to race the new Golf GTI live against everyone watching the same ad break. From 7pm tonight, people can tune into The Project on Channel 10 and, during the ad break, compete to win a GTI in the first-ever live mobile racing event – the 'Golf Ad Break Championship'. Created by DDB Sydney and Tribal with game development studio Art of Play, races run for only the length of each ad break, with players vying to beat a qualifying time for the chance to win the car. Developed as a web-based game, it requires no app download to participate. In collaboration with PHD, Volkswagen has booked the first spot in ad breaks across tent-pole Channel 10 and Fox shows. A custom ‘game launch’ TVC will feature a QR code throughout that takes players to the live racing tournament. Meanwhile, people can practise racing the GTI ahead of each Championship race on three Aussie-inspired tracks, accessible via QR codes located at typically ‘boring’ places such as train station platforms and bus shelters across the country, or by visiting vwgolfadbreak.com.au.
Client: Volkswagen Group Australia Related |
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