The challenge was to engage users with the Allianz brand and communicate the message of safe driving effectively via their social networks and the networks of their other stakeholders, Mercedes PETRONAS.
Our solution was to build a Facebook canvas app that allowed users to race against Nico Rosberg. The app allowed users to customise their own profile image by placing them in Nico Rosberg's driving seat. We also developed an original piece of face tracking technology in-house which meant users had to keep their focus on the vehicle whilst driving or else suffer handicaps to their cars steering mechanism. Animated distractions from Nico throughout the game try to distract the user, and affect their overall time. Profile images and game scores where all shareable.
In just under 5 months from launch, the game has gained the following stats:
• 424,812 plays
• 842,314 unique visitors
• 972,014 total visits
• 1,161,599 page views
• Average dwell time 1.07min
• 86% new visits and 14% return visits
• Majority of traffic coming (in order) from Turkey**, China, Egypt, UK*, US, Venezuela, India*, Brazil*, Morocco, Serbia, Slovakia*, Pakistan, Mexico, Canada, Vietnam, Lebanon*, Argentina, Germany** and Malaysia.
Since launch of the global app we have created localised versions for several countries, with additional market orders currently pending.
* Markets with local Apps
** Markets with local Apps pending