Get a younger audience excited about the new Skoda VRS.
Leveraging Skoda’s sponsorship of crime drama on Channel 5, including their flagship show CSI, we transformed the humble sponsorship bumper from being a passive viewer experience to being an invitation to take part in an interactive treasure hunt to win a Skoda VRS.
Over a 12-week period, we aired 74 different idents, each one a new clue to an online puzzle. To further help our treasure hunters, we used Twitter, Google, Facebook and Youtube to give away extra clues and advice.
The competition ended with the car being presented to the winner at the Goodwood Festival of Speed, generating over 50 pieces of coverage across motoring, puzzling and lifestyle blogs and spreading across social media thanks to celebrity tweets from Radio 1 DJs and the CSI TV stars.
Over the course of the game being live, there were, 75% of all visitors to Skoda Puzzle took part in the game, totaling nearly a year’s worth of game play and generating 370,000 Facebook impressions.