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Citroen was launching the new DS4 and wanted to use digital as part of the marketing mix for building awareness. DS4 Seekers was an Internet first! We created a geo-social game of hide and seek for Citroen DS4s with seamless gameplay both online and on GPS enabled smartphones.
The idea was to ‘collect cars’ for points, whereby each point represented a single entry into a raffle for the DS4. The more cars you collected, the more raffle tickets you got. You could collect cars by ‘hiding’ one (10 points), finding one (1 point) and finding a ‘golden car’ (50 points). The game interface looked like a DS4 dashboard with Streetview as the windscreen. There was even a GPS style compass to help guide you to the nearest car!
This game was VERY addictive with many gamers staying up all night to get as many cars as they could. It produced 15,000 hard-core fans, 36,000 likes, over 25,000 hours of gameplay and 1.4 million points collected.