Is a person’s network of friends global enough to circle the planet in 80 days?
With the objective to promote Volvo’s new DRIVe range of fuel efficient cars within a social network while supporting Volvo’s new campaign line "There’s More To Life Than A Volvo.", Volvo’s DRIVe Around The World game challenged people to find out how well connected they really are.
Players had to virtually drive their C30 DRIVe to a friend who lives as close to 1,333km away as possible; that’s the distance the thrifty car makes on just one tank of fuel. Then, the car is passed on from friend to friend, moving from country to country, until it makes its way around the world. And, in the true spirit of adventure, we gave people only 80 days to try.
To reinforce the impressive environmental credentials of the DRIVe range, Volvo donated €15,000 in the winning team’s name to a wind farm project in Izmir, Turkey and, for everyone who played, Volvo additionally offset 99g of CO2. So the more people played, the better it was for everyone.
Running on Facebook from November 16, 2009 to February 4, 2010, DRIVe Around The World was a truly unique social experiment. With almost 600,000 views of an animated trailer on over 500 sites around the world, the game got off to a racing start. 134,000 people downloaded the application, making DRIVe Around The World the only branded application to reach the top 20 most popular Facebook applications during its campaign. In all, 63,000 teams made up of friends-of-friends experienced the benefits of the DRIVe range in a uniquely engaging way, working together to win a prize that benefits the environment and ultimately, brought to life Volvo’s new campaign line: "There’s More To Life Than A Volvo".
Social application visual and interaction design with Euro RSCG 4D for Volvo Cars.