Playing ball: Volkswagen sets game in Motion

Oslo – Advertising agency Try and Volkswagen recently teamed up to create a gambling game to promote the new Golf Blue Motion.

Norway’s route E6 was turned into a roulette board for the game, called Car Roulette, and the car acted as the roulette ball. Participants were asked to bet on where the new Golf Blue Motion would run out of petrol on a trip along the E6, with the winner receiving a car.

The aim of the game, which was played live using Google Maps and Streetview, was to highlight the Blue Motion’s low fuel consumption and to encourage participants to learn more about the car. In the end, the Blue Motion travelled 1,570km on a single tank of fuel.

For more on how brands are using games to engage with consumers, read our Ubiquitious Gaming Culture macro trend.