Volkswagon take live gambling to the streets and have created a real time game of roulette on the E6 – one of Norway’s busiest and longest highways.
To promote the amazingly low fuel consumption of the all-new VW Bluemotion car, Norwegian agency Try has brought the feature to life. They’ve turned the E6 (the Norwegian equivalent of the M4) into a live roulette wheel, sending the Golf Bluemotion on a roadtrip with one tank of fuel only, and encouraging people to flock to their site and bet on where the car will exactly run out of gas.
Thanks to a stellar TVC and massive word of mouth support, over 50,000 people followed the car live, placing bets on different sections of road they predicted the car to finally falter. The beauty of it? Each user was restricted to one guess only, so they really had to learn about the car and it’s features to place an educated bet – helping to create true advocacy.