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Renault preps Twingo game to exploit Boxing Day mobile usage surge

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By Seb Joseph, News editor

December 26, 2014 | 2 min read

Renault is launching a mobile and tablet game it hopes can exploit a predicted jump in usage of devices on Boxing Day.

Renault Twingo

Mobile app downloads last Christmas were up 91 per cent compared to an average day, according to the car maker. The figure is set to rise this year and Renault has coordinated Facebook, Twitter and TV activity to use the predicted uplift in downloads to push the game to players.

The game, created by Mobile 5 and distributed by Manning Gottlieb OMD, lets users drive its Twingo car as they try to steer around horns.

The media plan has been devised to target the car’s younger female audience. A tablet game was the “ideal way” to reach to cut through to the demographic as 64 per cent of 25 to 34-year olds use mobile devices regularly to play games, according to brand communications director Antoine Hery.

Hery added: “The new Renault Twingo is an innovative, fun and stylish product and it is important to ensure that this is demonstrated in the way we talk to our audience. The decision to move ahead with this idea was all about generating positive sentiment in-line with our brand values”

The campaign comes a year after Renault staged a real-life Scalextric race around London to promote its electric cars.

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