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Client: Xbox
Creative Agency: AKQA
Technology Vendor: Eyeblaster, Inc.

Project Gotham Racing 3 launched for the U.S. on November 1st and is designed around the tagline that “style begins at 170 MPH.” Online ads allow users to taunt friends. It is the first site of its kind to use an acceleration mechanic to unlock and reveal content. Upon entering the site, users are enticed by the roaring engine and a blinking “up” arrow showing the user how to experience the site. After hitting the up button, the race begins, where a user feels as though he is actually racing the car. As the user approaches and eventually passes the car in front of them, he can then unlock content and read more about the game and what is has to offer. Once users reaches 170MPH, the site changes, and the “good stuff” is revealed. Users can play around with 360 degree models of the cars, download wallpapers and screenshots of the games, and even take a test drive.
-- Rikki Khanna, account director, AKQA

Two things make a car game great-- a great selection of rides and the chance to fully humiliate your friends by leaving them in the dust. This banner gives users the sense of both in a fun viral campaign that targets the prime demographic well. Who wouldn't want to send their friend a "Who's your daddy" or "I will own you" message, courtesy of a Ferrari F430? The mini video clips of the cars leaving their mark fulfill the experience with great visuals and the sound to match.

While I like the campaign, there are a few things that I have to ask for-- the first being punctuation! A comment like "Want My Autograph" isn't complete without the question mark behind it. Also-- I would like to know a little more about what makes this racing game different from all the other racing games on the market today... there are so many race'em, crash'em, chase'em games that in order to stand out and drive purchase, each game needs something that makes it unique.
-- Aaron Watkins, creative lead/ NW sales, ipsh!

As a PGR3 fan, AKQA's ads for the game certainly had me interested right off the bat. The ability to customize your experience is one of the game's strongest points, and it is illustrated very well in the creative. The video is quick, smooth, and high quality (not HD like the Xbox360, but hey-- it's good enough). Where I wish the customizability was a little more, well, customizable, was in the message the car leaves. It would have been great to be able to write my own, opponent-specific taunt and send it off. With a profanity filter, it might have been very effective.
 
Anyhow, the ad certainly caught my eye, even though it was a bit dark, and got me to play around with the taunts. I give it 3.5/5 Countaches.
-- Ian Schafer, president, Deep Focus