To properly grasp the capacity of a car you need to try it, and use it in your everyday life.

Because we couldn’t guarantee everyone a 300km real-life trial, we created an interactive digital experience on Google Street View that allows people to experience a 300km journey in a BMW i3.

How ? By travelling one character at a time through a 300km URL,

the longest ever created.

With each character they typed, participants moved along the 300km URL embed on Google StreetView.

With the help of Google Street View geolocation technology, they could start from their front door and experience for themselves just how far the BMW i3 could take them with its 300km capacity.

Of course, during the experience we pushed for IRL drive tests.

The fastest person to transpose the URL at the end of the game won a BMW i3.

We developed a brand new technology based on Google maps that would allow people to travel 300KM on StreetView directly from their exact location.

To advance players had to faithfully transpose one character at a time, the 300Km URL embedded on their route. Each character making them move forward. Over 60 000 different routes were generated thanks to our technology.

The experience was only available in France and on desktop.

A mobile website was available with a drive to the desktop version and the possibility to register.

The game was available from November 3rd 2015 until November 23rd at the URL www.url300km.fr

An organic reach of 8.3 Million people (with zero media) and a total reach of 16.3 Million people (with only 22K€ in media).

A total of 60 000 games played with an average of 2.4 games per player and 12min34sec on the website.

We even had people taking more than 11 hours to finish the game.

A total of 1 253 test drive booked in real life.

• Achievement against business targets

A total of 60 000 games played for an objective of 30 000 games (twice the objective).