Volkswagen has turned the E6, often described as the Norwegian equivalent to Route 66, into a real-time online game of roulette using Google Maps and Street View.
TRY/Apt from Oslo devised the game to highlight the main feature of the new Golf BlueMotion, its low fuel consumption, in a meaningful and memorable way.
By “roulette”, Volkswagen literally meant dividing the E6 into thousands of map “slots” and asking people to bet on the exact spot where a fully tanked Golf BlueMotion would finally run out of fuel. Each person could place only one guess. If the car stopped on your chosen spot, you would win it.
In automotive efficiency marketing, a technical number only becomes persuasive when people can translate it into distance, time, and a story they want to test.
Why the mechanic forces learning
The one-guess rule is the underrated design choice. If you only get one bet, you do not throw it away casually. You start researching. How efficient is the car, really. How far could it realistically go. What kind of driving conditions matter. The game turns “I saw an MPG claim” into “I tried to estimate a real outcome.”
That is the brand win. You are not pushing information at people. You are pulling them into the proof.
What made it stick beyond the stunt
Published campaign results describe close to 50,000 people placing bets, with roughly the same number visiting the site on the day of the drive. The car reportedly kept going for 27 hours and came to a halt about 1,570 km north of Oslo, turning a fuel-consumption spec into a distance people can picture.
Even better. There was a real winner. The reporting names Knud Hillers as the person who picked the precise spot where the car finally stopped.
What to steal
- Convert a spec into a prediction. People remember what they estimate, not what they are told.
- Limit participation to raise intent. One guess makes research feel rational.
- Make the proof public. A live run creates shared tension and shared conversation.
- Build the story around a single question. “How far can it really go” is the whole campaign.
A few fast answers before you act
What is BlueMotion Roulette?
BlueMotion Roulette is an interactive Volkswagen campaign that turns a real highway into a map-based betting game. People guess where a Golf BlueMotion will run out of fuel on one tank. If they guess correctly, they win the car.
Why use Google Maps and Street View for this?
Because it makes the “distance” claim tangible. The map gives precision, context, and credibility, and it lets people choose an exact location rather than a vague number.
What makes the one-guess rule so effective?
It increases commitment. If you only get one bet, you are more likely to look up facts and make a reasoned estimate, which forces deeper engagement with the product story.
What is the biggest risk with a proof-by-stunt mechanic?
If the outcome is unclear or disputed, the proof collapses. The run, the rules, and the documentation of the final stopping point all need to be transparent and easy to understand.
What should you measure for a campaign like this?
Participation volume, repeat visitation on “event day”, social conversation during the live window, and whether people can correctly retell the mechanic and the proof outcome afterward.