We wanted to create an experience which celebrated the adrenaline junkie lifestyle PGR 4 fans craved. Banners and email led gamers to an experience centered around an inspirational video taunting the community to take the brand challenge, to live with speed and style. Once users agreed, they were taken through a digital goodie bag which offered multiple channels to express their new commitments. The goodie bag included a calendar widget pulling down real-time racing events, a dynamic wallpaper generating over 340 different combinations, a skid-based screensaver, an engine-based mobile 'rev-tones' and wallpapers kit, and downloadable urban tag stencils.