To involve and engage a broad audience and make the race as accessible as possible, we teamed up with the 4 most popular Dutch websites that were painted on an airport runway, each 20 metres wide and 25 metres long. They all gave their own spin to the story. We released making-of videos for the upcoming live event and invited the public to practice their reflexes upfront. Through the video banners on the 4 different websites that offered a window to the GTI racetrack, the online visitors could race during the live event on 09/13 against the GTI that was burning its real-life racetrack.

The Netherlands couldn’t have missed the introduction of the new GTI, and practiced its speed skills over 1 million times prior to the actual race day. During the two weeks prior to the event, 61% of the target audience got in contact with the GTI more than 4 times through views of the making-of video, editorial content on partner websites, and the game itself. On the actual race day, the banners generated a CTR of 22.48%. 46 articles reached over 1 million people, equalling a media value (€200k) double the investment (€100K). Of the 100K players no less than 50% were registered players, which meant that half of the GTI leads, could be followed up after the race.