Aventura Rav4 (Rav4 Adventure), the first major advergaming production in Spain, is a game designed to attract all types of gamers. It was developed according to the model of classic arcade racing games like Micromachines or Rock 'N Roll Racing. Consequently, it achieved spectacular results with regards to the number of gamers and their involvement in the game: more than 40,000 of subscribed gamers and an average of 20 games per player.

The Game

Aventura Rav4 is a driving game where the participants compete in races against the clock that take place in diverse environments: city, countryside, high mountain range, desert, etc. Gamers can use the points scored in each race to improve their cars, adding more powerful engines, enhanced aerodynamics, different types of suspension, new tires, etc.

Players can view their positions in the general classification by accessing the game’s website. They can also challenge other players or even compete in “ghost” mode.

Aventura Rav4 is a "Casual Game”. This type of game is designed to reach the broadest audience type, and doesn’t require a lot of training or long gaming sessions. They are accessible games—attractive and addictive. To find out more about Casual Games, click here.

The Communications Campaign

Aventura Rav4 was designed to communicate the characteristics of the Rav4 within context. Each scenario could be overcome as a result of a special car characteristic: GPS navigator, traction control, engine power, cargo space, etc. Once the levels are overcome, gamers earn points that can be used for car improvements such as new accessories and extras. These modifications allow them to achieve better times in the subsequent challenges. The improvements were not only technical, yet also aesthetic and formed a part of the official Toyota catalog.

Along with basic game data (number of gamers, games per player, game time, etc.) the game gathered data concerning preferences towards certain extras and accessories, which allowed the advertiser to discover consumer preferences in advance. As is the case with all Unusual Wonder productions, the advertiser could consult the data at any given moment. To learn more about the tracking and analysis tools, click here.

This game won a bronze trophy at the New York Festivals, resulting in the first advergaming initiative in Spain to win an international advertising award.