Mobil 1 Racing Academy

Publisher: Mobil 1

Year: 2012

Formats: Web

Mobil 1 approached Amuzo in 2012 to create a game as part of their ongoing marketing campaign to educate consumers about the power of oil. The original concepts included playing car races in different locations with varying temperatures, but these ideas soon developed into a fully blown Racing Academy web game, developed in Unity.

The final update made the game a full simulation of becoming a racing driver. Starting out on go-karting circuits, through levels of Formula 3 and Formula 1, with tips given throughout from Jensen Button and Lewis Hamilton. We created updates each year, and handled the seeding of the game to game websites worldwide.

The development added in an entire NASCAR racing progression with tips given by Tony Stewart. The game was added to the Mobil 1 Facebook page, and went on to smash all KPI targets set by their marketing department. Full size F1 cars with TV screens and game steering wheels added were used at F1 races around the world to allow fans to sit behind the wheel and play the game for themselves.

By the end of the two and a half year campaign, the game had generated 119 years of brand engagement for Mobil 1.