The Context and Objective
“Every passenger counts for the planet” is the core message of the STM (public transport society of Montreal) as it encourages Montrealers to use its services and collectively improve their environment. The STM further strengthens the message with the slogan “1 bus = 50 cars”.
The objective was to create an entertaining campaign that reached a maximum number of consumers and delivered the core message across the many STM sponsorships in Montreal. The first event took place at the long awaited U2 concert.
The Concept
2XM, in partnership with SPEED Promotions, designed a world-first interactive experience that allows crowds to play together at once, all the while delivering the core message of the STM. 2XM created a full 3D bus-driving game, displayed on two large screens in the STM zone. Players, split in two teams, competed to remove cars along the roadway and earn environmental points.
The true magic of this initiative was in the simplicity of participation. A wheel appeared automatically in the smartphone browser of any visitor of the STM zone. Each individual instantly became a driver of one of the two buses. The collective direction taken by each team was instantly calculated to steer the buses – as if every player had their hand on the wheel.
The Tech Breakthrough
The technology team was given an incredible challenge: create a system that would work on all smartphone platforms with no additional downloads, be able to support very large groups of players at a time, not require any data plan from users, be fast enough to react to split-second input, and run in an environment with potentially thousands of smartphone users roaming around.
The experience was easy, fun and simple for all players, with no download required, password to enter, or anything to configure. Connecting to the open Wi-Fi and opening the browser were the only steps required to play.
The Results
Results were phenomenal. Thousands of visitors came to play, in an environment typically dominated by neighboring booths such as Budweiser, Sony or Nintendo. Players were delighted with the innovative controls, the team play and the fun game mechanics. Players and spectators alike became socially involved, talking and coaching each other to complete the mandate to remove cars from their virtual city.
The celebration of success at the conclusion of a round was a shared celebration. Players demonstrated that their individual contribution resulted in a global impact.
The STM received so many positive comments about the game that it has been re-deployed at many more events, including the famous Osheaga, and will be part of the company’s website in 2012.