We presented our target group with an advergame combining car racing, gaming, technology and social media, to introduce Peugeot's fastest car ever.

We highlighted the car's performance despite ARPP's vigilance around speeding, by avoiding reference to on-road speeding: we situated the race on a racetrack, adjusted wording to avoid speeding terms and used a gaming design.

The campaign was a multi-device platform: the desktop version allowed us to create an immersive experience, however of course mobile/tablet version was essential to us because most of the Twitter daily use happens on mobile. We wanted an answer for this mobile use, and a very specific race taking into account the device problematic of screen dimensions, video compatibility and typing constrains.

Figures for France and UK :

• 152,129 visitors

• 12, 038 Tweets mentioning "RCZRace"

• 29, 810 races

• 10% of visitors driven to the RCZR online showroom

Please note that RCZ R buyers are very few and that it is a substantial buying process.

This is therefore hard to define the commercial impact on sales (RCZ, RCZ R or any Peugeot car). However according to the audience reactions, the campaign participated in a very qualitative branded image for Peugeot: they were surprised and excited by the idea and its realisation.