Volkwagen Blue Motion Roulette

Love this idea from Oslo based agency Apt  promoting the low fuel consumption in Volkwagen Blue Motion cars by turning a car journey into a game of roulette.

They did this by splitting up the Route E6 in Norway into numbered sections, like that on a roulette table, and allowed people to place their bet on where along the route the car would run out of fuel. Giving people just one bet encouraged them to explore the website to get information and thus highlighting the 0.38 litres per mile stat that in the end had the car travel over 975 miles on a tank.

Players could track the progress of the car live on the site to see how close they got and the eventual correct guess had the player win the car used in the campaign.

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