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Volkswagen and Ogilvy have launched an advertising campaign that combines Facebook with Google’s Street View to create an online game called Street Quest.
The campaign is a digital interpretation of the family car game "punch buggy" and is aimed at showing just how prolific Volkswagen is in South Africa.
The game uses Facebook as a platform through which players navigate Street View to "find and pin" as many VW vehicles as they can from all over South Africa. Players earn points by pinning vehicles and win weekly prizes.
PIN AND WIN
Weekly winners will be invited to take part in a grand final event in Cape Town in which players will take to the streets to ‘pin’ VWs in a live play-off armed with a camera and a film crew.
Nicholas Wittenberg, head of digital at Ogilvy, said: “The Street View platform has not received much attention from marketers locally and, certainly, we’ve not used it in this way before.
"While this has meant that there were a number of new challenges, by using Street View we were instantly provided with hi-def images and scenery that would usually have to be painstakingly developed at huge expense.”
More than 250 000 VWs have been pinned already in the game that went online on July 6 already and due to popular demand, the game is now also available to play on android phones, iPhones and tablets.
Week 1: Mon 9 – Sun 15 July
Week 2: Mon 16 – Sun 22 July
Week 3: Mon 23 – Sun 29 July
Week 4: Mon 30 July – Sun 5 August
Grand Final: Sat 11 August
Prize-giving: Sun 12 August
The campaign is a digital interpretation of the family car game "punch buggy" and is aimed at showing just how prolific Volkswagen is in South Africa.
The game uses Facebook as a platform through which players navigate Street View to "find and pin" as many VW vehicles as they can from all over South Africa. Players earn points by pinning vehicles and win weekly prizes.
PIN AND WIN
Weekly winners will be invited to take part in a grand final event in Cape Town in which players will take to the streets to ‘pin’ VWs in a live play-off armed with a camera and a film crew.
Nicholas Wittenberg, head of digital at Ogilvy, said: “The Street View platform has not received much attention from marketers locally and, certainly, we’ve not used it in this way before.
"While this has meant that there were a number of new challenges, by using Street View we were instantly provided with hi-def images and scenery that would usually have to be painstakingly developed at huge expense.”
More than 250 000 VWs have been pinned already in the game that went online on July 6 already and due to popular demand, the game is now also available to play on android phones, iPhones and tablets.
Week 1: Mon 9 – Sun 15 July
Week 2: Mon 16 – Sun 22 July
Week 3: Mon 23 – Sun 29 July
Week 4: Mon 30 July – Sun 5 August
Grand Final: Sat 11 August
Prize-giving: Sun 12 August
