You may have seen this neat campaign launch in the last few days, it’s called “The Race“, a real-time, multi-player virtual horse racing game that goes a step further than you’d expect, by utilising a few extra senses to help players win the race, including your computers microphone to help cheer your horse on, and even webcams, to add a bit of personal spice to every photo finish…
“The Race” allows you to connect with up to 5 other players in real-time (against friend or just publicly), competing for victory on what looks like one of those fun fair horse racing games most of us would have played. Along the way you’ll have to answer questions about racing to earn extra speed, cheer on your horse through your microphone and even pose for that special photo finish.
The campaign was created to generate engagement from a new, younger audience, who ATG (The Swedish Horse Racing Totalisator Board) hopes to convert to horse racing fans!
Love the concept, art direction and technical execution. Nice work from the guys at Åkestam Holst.