Everyone did it at least once; read an email, sent a text message, checked the latest Tweets; while driving. We are aware this is not wise. Actually, taking your eyes off the road for a couple of seconds is life threatening dangerous. But how do we get this message across, that when being served directly leads to rejection? By letting people experience first hand, that Whatsapping, Facebooking, Tweeting while driving is impossible. In a game where you experience what actually happens when you divide your attention.
Tweet, Chat, Like and Drive is a race game played against friends. Your mobile phone is connected to your computer and you send each other messages, tweets and posts that appear as obstacles on the road, while trying your utmost to keep your car in lane. This game has no winners, as each player has somehow dangerous behaviour on the road. So your final score is linked to cold hard facts of reality, like how many meters of road you missed while looking at your phone. Which proofs that social media and driving don't mix.
Through advanced technology you connect your phone to your computer for the ultimate experience.
Facebook Connect allows you to play against your friends by inviting them via a Facebook message.
During the loading of all the data the rules were explained.
During the game you can send your opponent three types of messages. A WhatsApp...
...and a Twitter message.
When you got a message as an obstacle on the road, it was first mentioned in a notification on your phone. This provides an additional difficulty in the game.
Before you start the game, you create a Social Overload. This is an enormous amount of social media messages that can only be sent safely from a parking spot.
Once you've crossed the finish you got your game results ...
but those were quickly translated to the cold, hard facts.
Tweet, Chat, Like and Drive is played with friends, with whom you connect via Facebook. You navigate by using the arrows on your desktop to change lane or avoid obstacles. Once the race has started, you distract your opponent by sending him messages that appear as obstacles on the road. You can make it extra difficult for your opponent by sending a 'Social Overload', a enormous amount of social media messages. You can only send this safely from a parking spot. Where you can spend full attention on your phone.
The concept and collision of a Facebook message.
The concept and collision of a Twitter message.
The concept and collision of a WhatsApp message.
To bring the message across as effectively as possible, we have made the design world playful, inviting and recognizable as a game world. It has become an exaggeration of the real world where everything is possible. Facebook thumbs fly around, WhatsApp messages lie around and over the top crashes. All this without terrifying people. By exaggerated car crashes and by staying away from the realism, the awareness of the ultimate message is especially bold.
The logo breathes fun, chaos and energy through the use of solid piled typo and the crash of the car. It also communicates our campaign message; social media and driving don't mix.
Also in typography we see the concept come to life in a specially made crash typo.
All elements, from pop-up to button, from profile picture to game interface, are designed specifically from the hyve shape, to form a uniform set within the game world. On both computer and phone.
The selection of cars
Selection of other elements
Impression game world
The obstacles in social media icons
The Social Overload Blueprint gave a nod to build something complicated.
We kicked off with TV and radio and online media (pre rolls, rich media) to create awareness. Followed by online media (rich media, pre-rolls, social media) for conversion to the game.
To create a buzz on national blogs and increase traffic to the game, we used a PR- and seeding strategy that consisted of both paid (billboarding, sponsored topics and advertorials) and natural seeding.
Watch the seeding film
After paid seeding many big Dutch blogs picked up and added their editorial content to the initial message, like video's of things that could happen if you are occupied with your mobile phone in the car. The game was a conversation driver for many parties involved in mobile, social and traffic and was picked up and shared on online media.
We created a track for the campaign, especially in the social media theme. The track is made up of social media noise and lasts in your head. This track was used in-game, radio, television and the seeding film.