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The idea

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.

The game

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...

...a Facebook...

...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.

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Game explanation

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.

  • Facebook Social Attack

    Uw flashplayer wordt niet ondersteund.

    The concept and collision of a Facebook message.

  • Twitter Social Attack

    Uw flashplayer wordt niet ondersteund.

    The concept and collision of a Twitter message.

  • Whatsapp Social Attack

    Uw flashplayer wordt niet ondersteund.

    The concept and collision of a WhatsApp message.

Social Overload

Before people start the game, they created a Social Overload.
An enormous amount of their own social media messages.

  • Uw flashplayer wordt niet ondersteund.

Step 1. You start by typing a personal WhatsApp message.

Step 2. Next step a Twitter message.

Step 3. And finalize it with a Facebook image.

 

This Social Overload is sent from a parking spot only.

Uw flashplayer wordt niet ondersteund.

The concept and collision of the Social Overload.

Game Design

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.

Interface

Uw flashplayer wordt niet ondersteund.

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.

Uw flashplayer wordt niet ondersteund.

While loading a fun and simple tutorial made users exited to play the game.

Typografie

Also in typography we see the concept come to life in a specially made crash typo.

Hyve

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.

In Game Design

The selection of cars

  • carCar
  • carBus
  • carTruck
  • carIcecream truck
  • carJeep

Selection of other elements

  • brugBridge
  • gebouwBuilding 1
  • gebouwBuilding 2
  • gebouwBuilding 3
  • gebouwBuilding 4
  • boomTree

  • TwitterTwitter whale
  • FacebookFacebook thumb
  • WhatsappWhatsapp bomb
  • koeCow
  • pionPawn

Impression game world

Landschap stad
Landschap viaduct
Landschap brug
Landschap snelweg

The obstacles in social media icons

  • iconWhatsapp bomb
  • iconFacebook bomb
  • iconTwitter bomb

The Social Overload Blueprint gave a nod to build something complicated.

Media

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

Seeding strategy

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.

Sound Design

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.

Uw flashplayer wordt niet ondersteund.

Results

Results