Taxi Grand Prix

To support Vodafone's sponsorship of the McLaren Mercedes F1 team, Dare, in partnership with Ignite, created the Taxi Grand Prix – a racing game featuring ten real-life cabbies competing in five UK cities that allows players to track their performance via real-time mapping and Twitter updates. 

Online activity included a viral film featuring exclusive footage of Lewis Hamilton and Heikki Kovalainen in a taxi office fighting over taxi fares while Shaun Williamson - aka Barry from EastEnders - looks on. Hundreds of taxis around the country have also been branded with Vodafone McLaren Mercedes MP4-24 livery featuring the campaign URL to direct traffic to the site. 

In the first 6 weeks, we have had 57,084 site visits, 4,786 teams competing, 285,000 viral views and people are spending an average of 13 mins on the site during race periods.