BMW recently launched an advergame called PACE: Pursuit Against Europe.
I played the game twice -- rather, I attempted to play the game twice -- but failed to get any better at the whole driving aspect. The visual is absolutely gorgeous, I can't remember the last time I saw something online that was so visually appealing. There's only one small problem with it: Maybe it's just me, but with everything in greyscale, I found it next to impossible to see a turn coming up and kept getting caught in the... snow?
(screenshot taken from Adverblog)
But I'm getting ahead of myself. The premise (as far as I can gather) is that there's some sort of race? You start in Lisbon, then drive to Paris, Berlin... and that's all I know.
I really like the fact that you get to choose which BMW you drive and, for every course you complete you get "credits" based on your time. If you register, you get to not only continue onto more courses, but also trade in your "credits" at the BMW store and garage to add on technologies -- speed improvements, maps, etc. What a great way to get people to register, especially because it not only gets you further in the game but registration helps you improve your racing.
It's a great way to showcase the brand, but I've gotta ask: Who plays advergames? Who buys BMWs? Do these answers match?
Then again, it's always good to open young consumers to your brand early, so perhaps todays advergamers and tomorrows BMW drivers? I'm sure BMW hopes so.
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