Is there a better way to target engine oil users, than a racing game? Castrol acts this way. However the gaming industry is highly competitive, hence the challenge: find a right-out-of-the-box solution to make the race unique and engaging at the same time, use new technologies to experience all characteristics of a console game on a simple website. Moreover, we had to attract buyers in the retail, using unusual POSM.

You need new technologies to survive on the terminally dangerous Nürburgring race track! We recreated the legendary Nürburgring race track in 3D. With Augmented Reality technology and innovative Unity platform users got an unusual and realistic race experience of the deathful track. Moreover, a steering wheel bearing a marker was attached to engine oil can.

Buy the product and you could control a virtual race car through a web cam, imitating driving experience.For the first time in Russia we used Unity platform to experience all characteristics of a console game on a simple website. Moreover, we have enhanced that experience with quality 3D and Augmented Reality technologies. To involve participants we used:- Branded groups in popular Russian social networks - Moi Mir, Odnoklassniki, Vkontakte.- Activity on racing themed forums.- Promotional viral videos.

- Engaging contests on popular portals.Creating a buzz we drew a lot of participants to the web site. Besides racing, people actively discussed the game, comparing it with console games.

Results:•602,964 site visitors in a month•430,979 unique users •78,375 participants