The GTI hijack is a media idea at its core as it took one of the most traditional channels, television, and turned it into an interactive live mobile racing event. Thanks to a highly collaborative relationship with media partners, we were able to guarantee the first ad spot in high profile commercial breaks that we knew our competitors would be in.
In Australia, car brands are the second biggest advertisers on TV. So, to launch the new Golf GTI, we did something to make sure people saw ours – we hijacked the entire ad break and turned it into a live gaming platform. We purchased the first ad in prime-time ad breaks and, using a QR code, let people launch an in-browser racing game via their phones. Players raced live against everyone else watching, for the exact length of the ad break. This turned a 30-second ad into a 3-minute brand experience and made sure our ad was the only one people watched.
Working with high-profile mobile gaming company ‘Art of Play’ we pushed the limits and capabilities of in-browser mobile gaming. Removing the barrier of requiring an app download, creating an in-browser game is significantly challenging, but we were able to develop three tracks as well as a customisable Golf GTI garage. The main event races ran during prime time during the ad breaks of Australia’s most popular shows. After the initial activation we then rolled out boredom busting OOH, social and print that ran on over 500 placements across transit, digital and social.
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