To mark the release of its newly redesigned 2014 Range Rover Sport, Land Rover wanted to focus on the vehicle's agility, on- and off-road handling and its sporty design. The challenge, and the opportunity, was to get users to experience the Sport's capabilities. So Y&R NYC and Wunderman NY decided to put the user behind the wheel. We created a mysterious and interactive gaming film called Race the Sun in which viewers virtually take the wheel and are immersed in five different driving adventures.

Launch the campaign
Published
February 2014
Topics

The Story

To mark the release of its newly redesigned 2014 Range Rover Sport, Land Rover wanted to focus on the vehicle's agility, on- and off-road handling and its sporty design. The challenge, and the opportunity, was to get users to experience the Sport's capabilities. So Y&R NYC and Wunderman NY decided to put the user behind the wheel. We created a mysterious and interactive gaming film called Race the Sun in which viewers virtually take the wheel and are immersed in five different driving adventures.

The experience was built using NodeJS and WebSockets so users can either sync with their mobile device or enjoy a desktop-only experience using keyboard commands. Users can speed through the experience with virtually no buffering thanks to a video playback system that incorporates multiple streaming HTML5 players. HTML5 video and other modern web technologies let us support a wide array of desktops and tablets, broadening our reach.

The Technology

The Results

Race the Sun effectively showcased the performance of the 2014 Range Rover Sport with a highly suspenseful and original story told through an interactive film and gaming experience. There have been more than 152,000 visits since launch and as a result, in the U.S. there is a six-month waiting list to purchase the 2014 Range Rover Sport.

5

Days of filming

120

Panorama images stitched together

42,732

Lines of code

Launch Date Oct. 15, 2013