“Hybrid Hunter” driving game builds on VW’s theme that this is the “first hybrid you’ll actually want to drive”
Hybrid vehicles are typically long on ecological benefits and short on driving fun. VW tackles that notion head-on with a custom expandable ad on Yahoo.com that features an addictive video game that keeps you glued to their page and soaking up their message that the new Turbo Jetta Hybrid is a blast to drive.
The ad’s “Hybrid Hunter” game is based on the ‘80s arcade hit “Spy Hunter” and features the same vertical scrolling format. You play the game right on the page, using your arrow keys to steer your Turbo Jetta Hybrid past slower traffic, pick up extra points, and generally have a good time. The game takes a cue from the recent Jetta commercial “Passing Lane.”
It’s not all fun and games in this dual user-initiated expandable ad. There’s also plenty of information on the hybrid’s engine, batteries, aerodynamics. There’s even a story about the modified version that set a land speed record for hybrids at the famed Bonneville Salt Flats.
The action starts with a frequency-capped automated 965x430 invitation to get behind the wheel before restoring the live-page content. The dual-unit ad pulls up in the form of a 635x100 mid-page unit and a 300x250 east unit. Each unit features a “Play the Game” launch button. No quarters required.
Open the east unit and out comes a 970x600 screen. The left side launches the game, and the right side includes a little showroom and score board. Rack up as many turbo boosts and green energy points as you can while waving bye-bye at gas guzzlers as you zip by. When you’re catching your breath afterward, take a spin through the “Passing Lane” commercial.
VW’s dual custom expandable turbocharges the idea of an interactive and engaging ad while touting the Jetta’s performance and eco-conscious benefits.
---Thomas T. Lady