Honda Goes the Gamer Route Again, But Are They Missing the Mark?

Honda is the online gaming brand of automotive marketing. Their latest effort is part of the Honda CR-Z launch called 3-Mode Mania. The game gets its name from the three different driving modes available on the car: Sport, Normal and Econ. It's an interesting way to showcase the different driving behaviors of the vehicle, unfortunately the game play is so basic one hardly notices any difference when selecting the different modes.

The Tron-like driving path is very simple with thin red lines displaying the track and you drive what looks like a Monopoly piece car; though, there is a choice of colors to personalize the experience. I tried the game a few times and found it a bit dull since it was too simplistic and like I stated earlier the modes really didn't provide much distinction in game play.

I do find it interesting though that Honda went with an online game for a 2-seat hybrid vehicle. The game for the Honda Fit made a bit more sense since the Fit did market to a younger audience, but the CR-Z seems like a third-car for empty-nesters. Unfortunately, it won't attract the former CRX fans as the CR-Z really missed the mark on being a reincarnation of that excellent, sporty 2-seater.

So my bet is the CR-Z is more likely to be bought by an over-50 demographic with a decent amount of disposible income who want a mild hybrid with a bit of a sporty feel. Personally, it was difficult just writing that last sentance because I'm still not sure who will really buy this car since it lacks decent hybrid numbers, missed the CRX reinvented crowd, and only sits 2 people without all the fun of typical topless or fast third car.

I'd also guess the target consumer is not much of a gamer, unless the brand decided to focus on youth; even though, hybrids barely make a dent in the younger age groups. Therefore, the CR-Z buyers are not likely to play the online game 3-Mode Mania. Perhaps Honda should rethink doing a game every time they launch a small car and instead focus on the activities of their likely buyers. Just a thought...

Lexus Goes Dark Green with Its Latest Hybrid

The Lexus CT 200h hybrid hatchback is being marketed under “The Darker Side of Green” campaign and realized by a new interactive online game called “The Dark Ride.” Game players ride shotgun and get a good look around the inside and outside of the CT 200h.

Several action packed moments take place to showcase how cool and fun the CT 200h is provided your idea of fun is driving to avoid bad guys and sharing a car with Tony, Lexus’ star bad boy in the Dark Ride.

“With ‘Dark Ride’ we are creating a unique virtual test drive opportunity so consumers can experience this hybrid, that is like no other, months before it is available at dealerships in early 2011,” said Dave Nordstrom, Lexus vice president of marketing. “In it, consumers play a co-starring role as the fun-to-drive Lexus CT 200h is put through its paces. By guiding the driver and the CT through a series of adventures, customers will be exposed to ‘The Darker Side of Green,’ which is completely different than the way hybrids are usually portrayed.”

The only real issue I have with the site is the time it takes to start the game. Setup involves allowing access to a webcam and talking into your computer’s microphone. Talking into a microphone isn’t very work environment conducive so that causes some delays.

Also the game is really more of a movie where you click or talk to engage decisions. The car is driven by The Boondock Saints actor Norman Reedus who does an excellent job keeping the energy up. As the participant, it is a bit more of a passive experience though still more engaging than simply watching a video.

After the experience is over, Lexus showcases a couple music artists from the soundtrack that link out to iTunes. People can also enter their information up to three times to either stay informed about the CT 200h, win a CT 200h, or if they have whatever a “Dark Card” is they can enter information to get invited to special events that will happen in Miami, New York, Chicago, and Los Angeles.

There are of course the usual social sharing links to Facebook, Twitter and email. I did the Facebook share and the automatic text reads, “Check out my Dark Ride Trailer.” Unfortunately, the trailer isn’t custom to the person and comes off a bit odd. As my little sister commented on Facebook, “Why is this YOUR Dark Ride Trailer?”

VW Eos Dodges Low Flying Pelican Birds

Volkswagen has a tradition of making it on the Favorite Website Awards (FWA) website which recognizes highly creative, also usually highly frustrating user experience websites. One site that showed up on FWA this year was Volkswagen’s Eos Open Cage site.

Eos Open Cage is a Brazilian online experience described as an “interactive short film.” It is that. Basically, a woman (the Eos target consumer, I'll assume) drives around in a top down VW Eos where she weaves around open roads avoiding Hitchcockian birds that are trying to disrupt her country drive.

Playing involves some keyboard keys to avoid birds where one can swerve away or speed up. It’s pretty simple stuff with visual cues when to press an arrow key. If user response is too slow, a warning pops up explaining how to play.

It is not a game as there is no score or timing, the site plays in the space of interacting with the film. The implementation is really simple and clean where video is used in a way that is more engaging than simply pressing a Play button. One challenge a lot of sites have is the overuse of video content with no interactive element. Here VW Brazil finds a way to make video more interesting.

What isn’t intended from the implementation is what the image of swooping birds mean to automotive enthusiasts. One of the bigger stories toward the end of 2009 was a story about a $1.6 million Bugatti Veyron super car wrecking into small pond in Texas after a “low flying pelican” distracted the driver. It’s a bit comical using the VW Eos site, dodging birds that you can’t help but think this is a game to avoid low flying pelicans.*

How Does It Reconnect the Shopper?

Linking to the main shopping site is easy and clear in the lower navigation. Also, once one is at the landing page for the VW Eos the video intro for the Open Cage site plays and there is a promotional box that lets users visit the Open Cage site. A Build & Price link is also conveniently provided as is a link to the Technology page of the shopping site where one can learn about the features of the car.

Overall it is a nicely done experience that doesn’t get too technical, too game oriented, and nicely extends the usually passive video watching behavior most automotive sites rely too heavily on. Now if only we can get VW to do a Bugatti version with one very aggressive pelican.


* The Bugatti story seems to have been staged as the “owner” owns a wrecked exotics repair company and was also the driver a “wrecked” Ferrari Enzo.