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Aramco

RACE TO WIN

Social / Web / Digital / CRM

How do you predict the most unpredictable race on Earth?

Around 300 vehicles take on The Dakar Rally each year. On average, less than half finish the race. It’s one of the most prestigious and toughest motorsports, and notoriously hard for fans to guess what will happen… or is it?

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Race to Win

We created Race to Win, the first official Dakar Rally predictor game. Leaning on familiar fantasy sports mechanics, we gave fans a budget and challenged them to pick a team composed of one vehicle from each of the Rally’s six categories. The better their vehicles performed, the more points they win, and the higher they rise on the leaderboard. With exclusive merch and the ultimate prize of a VIP trip for two to the next year’s Rally up for grabs.

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Our campaign ran across social, digital display and CRM in multiple languages, with different messages across the pre-launch, launch, during and retargeting phases. Additional Aramco brand campaign messages were also created for the in-game dashboard.

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​We also gave fans an extra incentive to keep checking back in – the chance to win extra points through daily Aramco booster quizzes. Testing their Dakar knowledge, with a few Aramco questions thrown in too.

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Results

We converted thousands of fans into players and generated an impressively high opt-in rate for future CRM content.
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  • Over 33k players signed up

  • 292,600 Aramco questions answered

  • 18,188 opt-ins to future Aramco content​

  • 1.2 million organic impressions of social content

Other work

  • LinkedIn
  • Instagram
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