Digital agency launches first-ever online race film made entirely from real video footage.
Peugeot interactive race film ‘Chase the Line’ is a campaign, conceived by creative digital agency DPDK.
Users are challenged to drive the perfect line on iconic French racing route ‘Circuit de Charade’, with the new Peugeot 308 GTi by Peugeot Sport.
To promote the new 308 GTi by Peugeot Sport, DPDK was tasked to create an interactive digital experience on the back of the international TVC. The result is a spectacular race experience where users can steer from left to right, within the real footage, to ride the perfect line.
The online experience starts with a section of the TVC, before transforming into an introductory film inviting users to get behind the wheel of the Peugeot 308 GTi by Peugeot Sport. At this point users are challenged to ride the perfect line on the circuit. They can do this on their desktop or via their smartphone. Users can also use their smartphone as a joystick when they take part on their desktop.
Michael Vromans, Creative Director at DPDK, adds,
What is unique about this production is that we succeeded in combining real footage from 25 different GoPros into an interactive full-screen film. To achieve this, we created custom-made, laser cut attachments that allowed us to connect all the cameras to a seven metre wide rig.
By combining WebGL and VR-technologies, DPDK created an overall experience that allows users to get behind the wheel and to join a professional racing driver, to learn how to ride the perfect line, on the circuit, in a 360° view.
Maarten Kooijman, Marketing Manager, Peugeot, adds,
At Peugeot we continuously try to work with the newest technologies to get in touch with people and to let them experience our products. The collaboration with DPDK allows us to do this and to create original projects and successful campaigns.
This work is the sixth campaign that DPDK has created for Peugeot. Previous projects include the RCZ R test drive, the Peugeot 208 GTi game, the film-meets-game experience for Peugeot 208 (Catch The Dragon), a Virtual Reality experience where they combined the Oculus Rift with Leap Motion technology and an interactive sound experience for Peugeot 108.
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