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Red Bull Formula Face

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Description
Red Bull Formula Face is the first browser game with facial steering via webcam. I developed the idea and concept of Red Bull Formula Face and set up the creative team for execution and assumed Creative Direction and Project Lead. BUZZIN MONKEY, my label, was officially lead agency of this project. Next to the game as the product itself, I created the marketing campaign for it and delivered the advertising materials.
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  • Showcase Video
  • Website
  • Level "Nightlife"
  • Level "Summertime"
  • Level "Race On"
  • Award screen with Facebook features
  • Formula 1 world champion Sebastian Vettel is testing Red Bull Formula Face (German)
  • BRIEFING
    - Extend time users are staying on the brand homepage
    - Focus on target group 14+
    - Generate Awareness/ buzz for the brand in that target group

    CONCEPT
    Red Bull Formula Face – the first online racing game with a face- and mimic-steering via webcam!

    DESCRIPTION
    Red Bull Formula Face is a browser racing game with facial controls via webcam. The steering en details:
    - Blinking = turboboost
    - Smiling = activating collected specials (monster tires, glue, scissor…)
    - Imitate shown grimaces = shoot photo and collect bonus (only if you imitate the facial expression 
    correctly)
    - Tilting your head = steering left/right
    This innovative steering was used for the first time worldwide in an online browser game. No special hardware is needed. The game has a couple of possibilities to individualize your avatar: upload your face to one out of five characters and choose a Nascar, Formula One or Rallye car. There are three different tracks to play. The game is closely tied into social networking, as you can post your highscore on Facebook, start friend challenges on Facebook and share the photos of you imitating grimaces. A Facebook-gameticker on the website is showing all gaming news from the user´s friend network. The whole game is made in a paperstyle design. Everything looks like handcrafted and you can even print out your paperfoldable avatar and have it on your desk.
    The game is available in seven languages and played worldwide. Launch was September 2011.

    TOUCHPOINTS
    - Browser game with webcam steering
    - Social features via Facebook-app.
    - In-game sponsoring (and integration in partner communication)
    - PR (online/offline) to generate reach and free media
    - Blog promotion to generate reach an free media
    - Flash banner
    - Print flyer

    AWARDS
    - FWA Site Of The Day 07/21/2012
    - Webby Award Nominee 2012
    - Shortlist Tomorrow Awards 2011
     
    PRESS EXAMPLES
     
    .......................................................................................................................................................................................................
     
    MY PART
    - Idea/concept
    - Creative direction (art, copy, animation)
    - Project lead
     
    ... for the game and the marketing campaign. 
     
    BUZZIN MONKEY (my company) was official lead agency for this project.
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