Objectives
Since 1951, South Africans have loved Volkswagen. In fact, you’ll probably find one on every street, road, highway and byway in the country. We wanted to find an innovative way to celebrate the impact that Volkswagen has had on South African streets, and bring this nostalgic connection into the social media space to kickstart Volkswagen South Africa’s Facebook Page.
 
Idea
We thought about how we could find all the Volkswagens in the country – Luckily for us, somebody had gone to all the trouble of photographing just about every single Volkswagen on the streets of South Africa: Google Street View.
So, we launched a Facebook game which challenged users to find as many Volkswagens on South African streets as possible using Google Street View in a custom-designed Street Quest gaming interface.
The Game
Volkswagen Street Quest challenged Facebook fans to navigate the streets of South Africa in Google Street View to find as many Volkswagen as possible. Players could drag and drop a Street Quest Pin onto each Volkswagen to increase their score and move up the leaderboard.
The game was played over four weeks and the player with the most Pins each week qualified for the Grand Final – a live playoff in which finalists competed for prizes worth R50 000.
Typography
We used subtle type treatments to allow for maximum legibility, while adhering to the Volkswagen Corporate Identity. The typography was a key element to the overall design quality of the interface.
One of the main challenges was to incorporate Volkswagen’s corporate identity into a gaming interface. The visual language is understated and functional but modern and beautiful at the same time. Everything from the logo, to the buttons and badges were designed in a way that had a distinct Street Quest identity, but which allowed for the user to focus on the gameplay rather than the design itself.
 
Device Adaptation
The game was available on iPad, iPhone and Android Devices. The Mobile and tablet version were available on a custom URL and had exactly the same functionality as the browser-based version.
2013: Cannes Lions, Bronze: Branded Content & Entertainment Lions - Best use or integration of gaming
2013: One Show Interactive, Gold: Mobile - Branded Games
2013: One Show Interactive, Silver: Social Media - Best use of Social Media / Facebook
 
2013: One Show Interactive, Silver: Websites - Branded Games
2013: One Show Interactive, Bronze: Gaming – Console and PC 
 
2013: Loerie, Grand Prix: Digital & Interactive Communication: Social Media
2013: Loerie, Gold: Events & Pr : Live Events - Campaign
2013: Loerie, Craft  Gold: Digital & Interactive Communication: Interface & Navigation
2013: Loerie, Craft Certificate: Digital & Interactive Communication: Best Use Of Technology
2013: Loerie, Silver: Digital & Interactive Communication: Mobile Applications & Sites
2013: Loerie, Silver: Digital & Interactive Communication: Digital Mixed-Media Campaign
2013: Loerie, Silver: Integrated Campaign
Volkswagen Street Quest
29
1.4k
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Volkswagen Street Quest

Since 1951, South Africans have loved Volkswagen. In fact, you’ll probably find one on every street, road, highway and byway in the country. We w Read More
29
1.4k
1
Published: