Car insurance of VrijVerzekerd repays the purchase price of your car after an accident. So you can buy the same car and keep driving. To illustrate this advantage, Novocortex developed the Endless Racing Game for iPhone, the favourite smartphone of the target audience (men, 25-40, high income, higher education, big cars). It's the first racing game where game action moves from one iPhone to another. And where players can build an endless race track by connecting their iPhones via Bluetooth. The Endless Racing Game got over 1 million downloads on the AppStore, and achieved the 1st place in the Racing Games category in 37 countries. Read the endless story below.

01 The viral video

The campaign started with a viral video featuring a car race on multiple iPhones.

02 The iPhone game

The viral caused discussions if "that kind of multiplayer experience was possible" and drew attention of international media. This way, viewers discovered that the Endless Racing Game was real. And that its innovative gameplay was based on the new peer-to-peer technology of iPhone. Watch the game demo below (or download the iPhone game on the AppStore).

03 The results

The viral video got about 130.000 views and 150 5-star ratings in its first week on YouTube (please, note that we never hid it was an ad). The video achieved #1 Most Viewed This Month in Holland and #7 Most Viewed This Week Globally in the Gaming category.

The iPhone game has over 1 million downloads on iTunes now. The Endless Racing Game has achieved the 1st place in the Racing Games category in 37 countries (among others: Germany, Japan, Russia, Canada, Taiwan, Austria, New Zealand). And the number 1 spot in the Free Games category in 13 countries (such as Russia, Germany, Hungary, Belgium, Saudi Arabia).

The client was happy with the results. The site got 12 times more visitors, over 90% viewed the site on their iPhones (if your car crashes in the iPhone game, a button leading to VrijVerzekerd.nl appears on screen). Visitors spent more than 2 min. on the site and viewed 3.4 pages on average.

The campaign drew attention of hundreds of online media (see some screenshots below) and reached the first page of YouTube and Google Videos for "coolest iPhone game", "iPhone 3G game", "multiplayer iPhone game" etc. There are 6.500 tweets and millions results for "endless racing game" on Google. With headlines like: "Endless Racing Game video isn't endless, is endlessly entertaining", "Endless Racing Game demo is on the right track" and "Endless Racing Game makes convincing argument for multiple iPhone ownership".

04 The comments

Comments on YouTube and blogs vary from:
- "Cool concept on how to make use of the wireless capability of the iPhone. But I don't see the point of the game unless I'm totally bored with some friends" (HardForum.com),
- "It's more of a proof of concept. But I personally applaud them for their creativity" (Engadget.com),
- "New way to sell iphones. Buy 3+ iphones and get a free game" (HardForum.com),
- to: "Wow, Microsoft and Sony should just give up on Gran Turismo and Forza, this is obviously the future of Racing games" (YouTube),
- "This auto insurance company thought outside the box of flatulence simulators and gem-swapping puzzle games" (Joystiq.com),
- "What would be really cool and not geeky at all, would be to have an iPhone party just to play this game" (Engadget.com),
- "It's a bit hard to imagine the work and the timing it took to put this video together. Instead, just sit back and appreciate it for what it is: a really cool video made by some guys with a lot of time and a heck of a lot of spare iPhones" (TheFlickcast.com),
- "Why don't you guys expand this? I can see this sell for .99 or more. Keep insurance ads but try to build something like a car game around the city with random events" (YouTube),
- "Really cool how people are exploring possibilities of these devices. I wish the same excitement was present in things like the <htc> touch pro 2" (YouTube).

05 The credits

The Endless Racing Game campaign was created by Novocortex in co-operation with Red Graphic. The iPhone application was programmed by ScienceSoft, video production was done by Bullet ICP, music was written by DrumEcstasy.

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