When Saab of Great Britain decided to go after mid-size sports wagon drivers in the U.K., the carmaker had to figure out how to capture their attention with limited money and even less of a reputation among the audience.
So the manufacturer challenged potential customers to “The Race Against Time.”
A two-pronged campaign that combined direct mail and the Internet to promote the Saab 9-3 SportWagon, “The Race Against Time” effort included a 100-page “choose your own adventure” book that was mailed to thousands of people who had inquired about the SportWagon at dealerships, auto shows and other showcases.
The book put readers in a 9-3 SportWagon (known in the U.S. as the SportCombi) and dared them to see if they could get to their weekend destination, a place appropriately named Hazard Point, without falling into trouble. Readers moved the story forward by choosing from optional actions listed on each page.
The choices took readers to an assortment of locations throughout the U.K., each option dropping them into a different set of circumstances. For example, choosing one gas station over another in the story could leave readers’ characters tied up and left near a pump.
But Saab didn’t stop with the book. The carmaker also offered “The Race Against Time” to visitors to its Web site. Visitors could sign up for the game – and for additional information about a Saab – and then be whisked off on a new adventure inspired by the book.
Online, the site provided users with interactive footage and streaming online video of various U.K. locations, allowing them to click their options to proceed. Those playing online could e-mail their results to friends and challenge them to beat the time; they also could save their progress in the game for future play. The campaign is one of the latest examples of a recent trend in which marketers hook targeted consumers with games and other recreational activities designed to get them to spend more time with brands.
In Saab’s case, there was also a communal element to the game: The book and Web site permitted those who played “The Race” to compete against other players for the best time in completing the mission. Participants were eligible for prizes that included a Saab 9-3 Aero V6 SportWagon and Saab-branded sports merchandise.
