Kinetic: TEXTRACER

Accidents involving drivers on the phone have been on the rise worldwide, and especially those who text and drive. Of all distracted driving activities, texting has the longest eyes-off-the-road time. This increases the chance of getting into a crash by a reported 23 times. Texting and driving has also been shown to be 6 times more dangerous than drink-driving. In the face of such frightening statistics, MINI Singapore wants to help spread the word against this bad habit. Rather than a straightforward ad or Facebook post, which is liable to be overlooked by jaded viewers, Kinetic Singapore created the MINI TEXTRACER game. The game is esigned to be played on mobile only and it looks like a simple game. The user can control the car by typing a given text message. To make the car go faster the user types faster. As the player gets more engrossed in texting, the car suddenly crashes. The last screen then reveals the very real dangers of texting and driving.