DELL LCC Race
Animation, Art Direction, Game, Visual FX, Web Design
Art Director / Animation
Y&R: Maria Grotenhoff, Sebastian Baurmann
Art Direction / Design:
Dell wanted to promote its „Social Media Listening Command Center (LCC)“, a tool that monitors keywords by crawling the internet continuously.
To create awareness for this tool we created a virtual race game based on the data of the LCC for events. The race cars fuel were 3 keyword each player had to choose from real time based data visualization showing the relations between strength of the keyword measured by the LCC and the driver ranking in the game.
By monitoring keywords and ranking, the players were able to optimize their performance via tablet computer during the race, by doing a pitstop and changing old used keywords for new strong ones.
With a participation rate of over 75% and more than 9500 tweets over 3 events, the LCC Race was a dazzling success.
„The LCC Race used exceptional design from the concept to the execution. It resulted in one of the most creative activations with our design.“
Mary Ellen Dugan, Executive Director Global Brand & Advertising at Dell