00 The Endless campaign film

VV Car Insurance repays the purchase price of your car after an accident. So you can buy the same car and keep driving. To illustrate that, we developed the Endless Racing Game for iPhone, the first racing game where game action moves from one iPhone to another. Players can build an endless race track by connecting their iPhones via Bluetooth. Watch the campaign video or read the full story below, including the game demo and full results.

01 The Next Level video

To draw attention to the iPhone game, we created the Next Level video that explores potential of the new gameplay. The video got 130.000 views in its first week on YouTube.

02 The iPhone game

The video caused discussions if "that kind of multiplayer experience was possible". This way, viewers discovered that the Endless Racing Game was real. And that its innovative gameplay was based on the new peer-to-peer technology of iPhone OS 3.0, launched in the summer of 2009. The iPhone game was downloaded 314.428 times in its first month on the App Store. Watch the game demo below (or download the iPhone app via a link on YouTube).

03 The results

- The Next Level video got over 200'000 views and 200 5-star ratings on YouTube (please, note that we never hid it was an advergame). The video achieved #1 Most Viewed This Month (in the Gaming category) and #28 Most Viewed This Month (in all categories) in the Netherlands, and #7 Most Viewed This Week (Gaming) Globally.
- The iPhone game was downloaded more than 0.5 million times and got to the Top 25 of Free iPhone Games.
- The client was happy because the website received 12 times more visitors. More than 90% of them viewed the site on their iPhones (if your car crashes in the game, a clickable button leading to the site appears). Visitors spent more than 2 minutes on the site and viewed 3.4 pages on average.

The campaign drew attention of hundreds of online media (see some screenshots below) and reached the first page of YouTube and Google Videos for "coolest iPhone game", "iPhone 3G game", "multiplayer iPhone game" etc. There are above 6.500 tweets and 5 million results when you search for "endless racing game" on Google. With headlines like: "Endless Racing Game video isn't endless, is endlessly entertaining" (Engadget) and "Endless Racing Game makes convincing argument for multiple iPhone ownership" (Spike).

Comments on YouTube and blogs vary from:
- "Cool concept on how to make use of the wireless capability of the iPhone. But I don't see the point of the game unless I'm totally bored with some friends" (HardForum.com),
- "It's more of a proof of concept. But I personally applaud them for their creativity" (Engadget.com),
- "New way to sell iphones. Buy 3+ iphones and get a free game" (HardForum.com),
- to: "Wow, Microsoft and Sony should just give up on Gran Turismo and Forza, this is obviously the future of Racing games" (YouTube),
- "This auto insurance company thought outside the box of flatulence simulators and gem-swapping puzzle games" (Joystiq.com),
- "What would be really cool and not geeky at all, would be to have an iPhone party just to play this game" (Engadget.com),
- "It's a bit hard to imagine the work and the timing it took to put this video together. Instead, just sit back and appreciate it for what it is: a really cool video made by some guys with a lot of time and a heck of a lot of spare iPhones" (TheFlickcast.com),
- "Why don't you guys expand this? I can see this sell for .99 or more. Keep insurance ads but try to build something like a car game around the city with random events" (YouTube),
- "Really cool how people are exploring possibilities of these devices. I wish the same excitement was present in things like the <htc> touch pro 2" (YouTube).