Challenge

Our innovative digital gaming platform 'Citroën Seekers' let users "seek" Citroën models hidden across a virtual world. The bespoke platform has evolved and grown across the launches of the DS4, DS3, DS3 Cabrio and the C4 Picasso.

Players scored points for collecting cars in online and real world locations. Each point collected gave a single entry into a prize draw with the chance to win a real car. The more you collected, the better the chance of winning!

Solution

For each launch we tied the activity with the overall theme of the campaign. Just as the DS3 Cabrio challenged people to 'Escape The Ordinary', Citroën Seekers sent players on a journey across the globe in alignment with the key messaging.

Web and mobile gameplay meant users could enjoy the hunt from their desktop or on the move on their smartphone with seamless, instant transfer between the two courtesy of our beautifully architected back-end solution.

Results

It's been a hugely successful series of campaigns, with some amazing results. The DS3 Cabrio game ran in two bursts throughout February and March, attracting 40,000 players, committing to over 62,000 hours of engagement with the brand.

35 days of gameplay saw a 1045% increase in Facebook fans engaged with Citroën and a grand total of 4 million virtual DS3 Cabrios collected!

40,000 Players with over 4 million cars collected

and a mighty 196% increase in brand consideration, with 1035% increase in engaged Facebook fans

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62,000 Hours gameplay

People went crazy for the game. We even heard of a husband and wife team playing in tandem throughout the day and night. Nearly a third of players hunted down cars in the real world on mobile.



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Citroën seekers has proved a highly effective platform for us. We’re delighted with the results.

Jules Tilstone, Marketing Director, Citroën UK
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Escape the ordinary

Game players loved exploring some of the beautiful and far flung corners of Google streetview, with bonus points to be collected in New York City, the Alps, and even underwater at the Great Barrier Reef.

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Leaderboards and achievements

Featured in the Facebook Studio and cited by Facebook themselves as one of the best examples of creativity on the platform within the automotive category. We made full use of OpenGraph, leaderboard and achievement API's.



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Maximising social reach

Average total daily reach for those who saw content associated with Citroën's pages rose by nearly 13,000%!!

I’ve even been eating in front of the pc. I’ve been putting in a lot of hours – at a guess 19 to 20 hours a day

Mathew F, Citroën Seekers, Contestant