This online/offline interactive campaign from Agencia Click and Colméia invites users to compete in a web-based advergame against a real world racing driver

Promoting the Brazilian launch of Fiat's new sporty Punto T-Jet model, the campaign was kick-started via a contest which took place on the reality TV show, Big Brother. Contestants on the show were made to compete against one-another by taking turns in a full size Punto, the controls of which were rigged up to a specially-developed racing video game. However, they were also racing in real time, against an actual  driver on a real track. After the contest finished, viewers were invited to have a go for themselves by checking out t-racer.com...

Here visitors are introduced to a slightly gangster-esque racing team manager - Tony G - who explains, 'You know what, I have an opening on my team. But I am not looking for a Pilot, I am looking for a legend.' By registering to the site, users are then able to try the challenge for themselves and race online, but once again against a genuine driver. The qualification process began on 10th May and concludes 14th June.

The ultimate prize in the campaign will be an actual Punto T-Jet - although quite how the quickest qualifiers battle it out for this prize is yet to be divulged by Fiat and Agencia Click, with the rest the campaign unfolding in the summer. However, the results from just these early stages alone have been quite mind boggling. As well as winning a Grand Prix at the recent Wave awards in South America, the website has apparently received 350 million visitors in the first 10 days, with 70 million unique registrations! Yes, you are reading these figures right -  if you don't believe us, just check out the video case study on Vimeo linked below...

vimeo.com/3986787
www.t-racer.com

These numbers are quite staggering, but given Big Brother Brasil's record-breaking ratings, an initial splash of this magnitude is fairly plausible. We'd be surprised if the campaign manages to sustain this momentum, especially seeing as the very nature of a 'qualification process' is to reduce numbers. However, with the mass engaged and the niche now hooked it will be extremely interesting to see how the rest of the campaign plays out. We'll be sure to keep you updated...