Freestyle creates viral game and microsite

City and Guilds, the UK's leading vocational awarding body, has launched a new microsite and a viral game campaign in time for the Motor Show at ExCeL London.

Created by Freestyle Interactive, the retained digital agency for City and Guilds, www.cityandguilds.com/lovecars/ is aimed at building awareness of the City and Guilds name and its range of automotive qualifications.

The target audience is primarily 14-19 year olds who might be considering a career in the automotive industry.

Justin Mlynarski, Senior Digital Marketing Executive at City and Guilds, said: "We've produced microsites before but this is the first time we've opted to go with a viral game approach - we think its appropriate and relevant for the target audience.

"We wanted to engage the target audience in a novel and fun way, generate interest in the City and Guilds brand, and specifically heighten awareness of our automotive qualifications.

"We're also looking to drive footfall to our Motorshow Stand.

"As well as the opportunity to enter a prize draw online, microsite users are given a code which they can present on the Motorshow stand, giving them a chance to win in a second draw".

An animated car engine shaped like a pumping heart is the main navigational tool, and moves the player through a series of point-scoring games all leading to the chance of winning a Wii and free tickets to the motorshow.

The online creative is based on work from offline design agency Purpose.

In the run-up to the Motor Show which starts on 23 July, Freestyle has partnered-up with media company Naked Penguin Boy to deliver a natural seeding and community campaign as well as competition site targeting.

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