Post by BEcause XM
Is there a way to visualise 0.38 litres of diesel per metric mile? As a figure it doesn’t sound very impressive. It actually shows how efficient the new Golf BlueMotion is with fuel and after years of work to get to this result Volkswagen think it’s definitely worth nothing. So Volkswagen needed a way to show consumers what it actually meant to them. They came up with BlueMotion Roulette. A clever interactive realtime gambelling experience that encouraged users to guess where, along the Norwegian equivelent of route 66, the new Golf would run out of fuel.
To increase their chances of getting it right users were able to explore every inch of the car on a website, test its aerodynamics and how it functions on different surfaces. Then they placed their bets. The car set off on its jourey, tracked in real-time and displayed on a map which used GoogleMaps and Streetview to allow users to follow the progress and feel part of the experience.
The car ran for 1570 km, the figure 0.38 litres per metric mile was exposed for what it actually is and users were excited because they became part of the experiment. An interesting way to use an app alongside real life experience to make sure a message is communicated well from brand and consumer.