Opel launches Facebook drive

Native have taken the fantasy of driving on Germany's autobahns, with no speed limits, and made it a virtual reality with the launch of Opel's new Astra and Astra OPC.

The campaign features a number of components that include a racing game on Facebook, called Wir Leben Autobahn, where users get to drive a virtual Opel Astra or Opel Astra OPC on a Google Maps version of the Autobahn. Participants are ranked and the top-50 fastest driving times will win an opportunity to test out their real-world driving skills at the Opel Academy. Here, the top-two finishers will win a trip to the Nürburgring in Germany.

Ze man in ze lederhosen

"It's a fun and innovative concept that challenges a dedicated audience of gamers and grows overall interest in the new Opel models. To date we had over 2100 visits to the game while 92% of visitors opened and viewed the new Opel Astra commercial," said Ryan McManus, executive creator director at Native. "The game is simple, yet appeals to a wide audience whilst giving people a sense of the autobahn played out on Google Maps. We also introduced a colourful range of Germanic characters, such as The Hof, barmaids, and 'ze man in ze lederhosen' that players encounter on the route."

The Wir Leben Autobahn Game will continue for three months, after which the winners will be selected and the next stage of the competition will kick in.