CHALLENGE

Shockwave.com, one of the most popular destination sites for casual gaming, challenged Fuel Industries to develop a racing game that showcased the power and speed of the new Dodge Charger, on behalf of their client, DamilerChrysler.

STRATEGY

Players can interact with the complete line of Dodge's new Charger cars - taking them for a digital test drive where they won't get a ticket for flooring the gas, and can feel comfortable crashing into walls, all in a browser-based experience that rivals that of popular game consoles. Fuel's approach was to maximize brand interaction time by providing 15 unique courses, as well as to provide an intimate experience with the car by allowing players to select from any factory model and paint color - only after they had completed several levels. Naturally, maximizing the capabilities of the Shockwave plug-in was also a consideration, to ensure that the product would be viewed in the most accurate and appropriately flattering way.

CREATIVE & EXECUTION

The campaign hook Unleash Your Speed, Style, Power Freak was subtly introduced into the game via the game interface and load screens, as well as through the Hemi Time hero shot. When players hit the space key during the game, they're treated to a slow motion action sequence with a soundtrack of the Charger racing by on the track they're playing.

With 15 levels in total, and several cars, only the first two levels and basic Charger model are available to players when they begin the game. As their skills and experience behind the wheel get better - players earn the ability to race on more and more tracks, with more and more cars, like the powerful SRT8.

With rendered details like beautiful trees, tall buildings, waterfront property and rocky mountains in the Hemi Highway system - it's no wonder that the numbers show users are enjoying the creative.

PERFORMANCE

Hemi Highway hit the pavement at full speed, reaching the top performing action game on Shockwave.com, with over 750,000 game plays in just two weeks.