The Cape Town office of ad agency Ogilvy has developed an interactive gaming campaign for Volkswagen. Street Quest is a Facebook challenge that uses ‘pinning’ in Google Street View to promote the car brand. Players of the game compete to search and pin as many Volkswagen cars as they can on the South African roads in Street View.
The game is played for four weeks and each week the user with the most correct ‘pins’ will earn a spot in Street Quest Grand Final — a game of Street Quest in the ‘real’ city. Finalists and their friends are given a Volkswagen with a full tank and a day on the streets of Cape Town to pin real-life Volkswagens. The Street Quest Grand Champion wins a R50,000 digital hamper including a MacBook Air, iPad, iPhone, and a 46” Samsung LED TV.
Each week, a new Bonus Challenge will be launched, which invites players to find a special Volkswagen that’s hidden in the game. Players have to find and ‘pin’ it with a special bonus ‘pin’ to win an iPod Shuffle. Filling their Street Quest pinboard with different types of Volkswagen cars at the most weird locations, players will earn special badges for their achievements. Watch the Street Quest trailer here!