To help promote VW's 21st Century Beetle, TribalDDB Amsterdam were making an interactive, music-filled game on Facebook called Hitchhike with a Like. Players could thumb virtual rides across Europe with an eclectic bunch of VW drivers, and earn points along the way towards an array of prizes - the biggest one being an actual VW 21st Century Beetle.
In addition to writing some of the functional copy and game-related messaging, I was brought on to help conceive, write and edit 512 different 'character scenario lines', which broke down like this: 64 unique drivers; each with 4 different scenarios; each scenario with its own outcome - which brings you to 512 pretty quickly. Yes it was slightly mind-boggling at times, but also a lot of fun to write!
Awards: FWA Site of the Day, Eurobest Silver Interactive, Webby Awards Honoree, Cannes 2013 shortlist.
SPINNY D – HIP HOP PRODUCER
VW MODEL: STANDARD B
RIDE 1
Spinny is going to chill on his boat with some ladies.
Score: 1 Outcome:
This had great potential until Spinny picked up his mother and aunt, with their fishing gear. Their offer of anchovies was friendly, but you decided to stay on dry land.
This had great potential until Spinny picked up his mother and aunt, with their fishing gear. Their offer of anchovies was friendly, but you decided to stay on dry land.
RIDE 2
Spinny is on his way to judge a hip hop battle.
Score: 4 Outcome:
Spinny likes to be seen, and heard, which unfortunately meant rolling at 5 km/h so he could blast everyone with his 8 speaker Fender sound system. At least you’re never late until you arrive!
Spinny likes to be seen, and heard, which unfortunately meant rolling at 5 km/h so he could blast everyone with his 8 speaker Fender sound system. At least you’re never late until you arrive!
RIDE 3
Spinny is on a mission to spend some money.
Score: 5 Outcome:
Good thing Spinny had 310 litres of boot space for all those XXL white tracksuits and trainers. This guy knows how to shop. He even got you kitted out in gold shades and new sneakers.
Good thing Spinny had 310 litres of boot space for all those XXL white tracksuits and trainers. This guy knows how to shop. He even got you kitted out in gold shades and new sneakers.
RIDE 4
Spinny is nervous about having some dental work done today.
Score: 6 Outcome:
Who would have thought that a tough guy like Spinny would need a relaxation pep talk before going to the dentist? He was so grateful though, now you have your very own gold tooth.
Who would have thought that a tough guy like Spinny would need a relaxation pep talk before going to the dentist? He was so grateful though, now you have your very own gold tooth.
SKIPPY BARKER – DOLPHIN TRAINER
VW MODEL: SPORT B
VW MODEL: SPORT B
RIDE 1
Skippy is on his way to give Jimmy the Dolphin a birthday treat.
Score: 0 Outcome:
Dolphins are cute and everything but you had to sit in the back for hours holding a birthday cake made out of fish. Yuck. Thank goodness for those electric windows.
Dolphins are cute and everything but you had to sit in the back for hours holding a birthday cake made out of fish. Yuck. Thank goodness for those electric windows.
RIDE 2
Skippy is driving around listening to a language CD.
Score: 2 Outcome:
Guess what language was playing on the new Fender stereo? Dolphin, of course. Now you are fluent at weird clicking sounds and will never be alone in the sea again.
Guess what language was playing on the new Fender stereo? Dolphin, of course. Now you are fluent at weird clicking sounds and will never be alone in the sea again.
RIDE 3
Skippy is trying to raise money for Dolphin preservation.
Score: 4 Outcome:
It feels good to contribute to a cause. Dressed up as a dolphin at a service station en route, you helped Skippy reach his target amount in no time!
It feels good to contribute to a cause. Dressed up as a dolphin at a service station en route, you helped Skippy reach his target amount in no time!
RIDE 4
Skippy is travelling with a baby dolphin he rescued.
Score: 4 Outcome:
You hero! You had to keep pouring water on the little fellow as he sloshed around in the 310L boot. But you did it and now he’s safe and everyone’s happy. Hooray!
You hero! You had to keep pouring water on the little fellow as he sloshed around in the 310L boot. But you did it and now he’s safe and everyone’s happy. Hooray!
BODHI PARKER – SURF LOVER
VW MODEL: 60S VERSION
RIDE 1
Bodhi is heading to pick up his new, hand-made surfboard. Awesome!
Score: 0 Outcome:
Maybe Bodhi’s known as a god in the waves, but his conversation was drier than sand – one more ‘Awesome!’ and you would have head-butted the floor. Terrible ride.
Maybe Bodhi’s known as a god in the waves, but his conversation was drier than sand – one more ‘Awesome!’ and you would have head-butted the floor. Terrible ride.
RIDE 2
Bodhi has read in the paper that incredible waves will roll onto the coast tomorrow.
Score: 0 Outcome:
An hour into the journey you discovered his surf forecast was two years old. At least after you helped him empty all the old newspapers out of his car, he was kind enough to drop you off.
An hour into the journey you discovered his surf forecast was two years old. At least after you helped him empty all the old newspapers out of his car, he was kind enough to drop you off.
RIDE 3
Bodhi is on his way to a surfing carnival. Kowabunga!
Score: 1 Outcome:
First of all he was driving the wrong way, then Bodhi remembered he’d forgotten one or two things – like his board and wetsuit. What were you thinking dude? Bum ride.
First of all he was driving the wrong way, then Bodhi remembered he’d forgotten one or two things – like his board and wetsuit. What were you thinking dude? Bum ride.
RIDE 4
Bodhi needs to run through some moves, preparing for the competition of his life.
Score: 11 Outcome:
You pulled into a deserted car park and drove around, while Bodhi practised his moves balancing on the Beetle’s roof. That was a ride to remember!
You pulled into a deserted car park and drove around, while Bodhi practised his moves balancing on the Beetle’s roof. That was a ride to remember!
