Car insurance of VrijVerzekerd repays the purchase price of your car after an accident. So you can buy the same car and keep driving. To illustrate this advantage, Novocortex developed the Endless Racing Game for iPhone, the favourite smartphone of the target audience (men, 25-40, high income, higher education). It's 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.

01 The viral video

To draw attention to the iPhone game, Novocortex created a viral video exploring potential of the new gameplay and bringing the game experience to the next level.

02 The iPhone game

Then, we sent the YouTube video to online media on gaming and iPhones. 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. Watch the game demo below (or download the iPhone app via a link on YouTube).

03 The results

The Next Level video got about 130.000 views and 150 5-star ratings in its first week on YouTube (please, note that we never hid it was an advergame). The video achieved #1 Most Viewed This Month in Holland and #7 Most Viewed This Week Globally in the Gaming category. The iPhone game was downloaded 314.428 times in its first month on the App Store and got to the Top 25 of Free iPhone Games.

The client was happy with the results. The site got 12 times more visitors, more than 90% viewed the site on the iPhone (if your car crashes in the iPhone game, a button leading to VrijVerzekerd.nl appears on screen). Visitors spent more than 2 min. 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 6.500 tweets and above 5 million results for "endless racing game" on Google. With headlines like: "Endless Racing Game video isn't endless, is endlessly entertaining", "Endless Racing Game demo is on the right track" and "Endless Racing Game makes convincing argument for multiple iPhone ownership".

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).

The Endless Racing Game campaign was created by Novocortex in co-operation with Eat Information / Red Graphic. The iPhone application was programmed by ScienceSoft, video production was done by Bullet ICP, music was written by DrumEcstasy.