For Shell Helix lubricants we produced this global on-pack promotion. Aimed at motorsports fans. The prize was an exclusive track day with seven times F1 World Champion Michael Schumacher. To participate, customers had to purchase Helix and enter an on-line racetrack building competition. The racetracks were built with the help of an animated bulldozer in a program similar to Line Rider. Once the racetrack was built users could enhance it further by dragging and dropping landscape and structural features onto and around it.
Formula One track designers, race team technicians and drivers, including Michael Schumacher judged the tracks for their creativity and real track potential. The winners spent a weekend at the Ferrari test track being instructed by Michael.
The campaign was promoted on-pack, in forecourts in almost all Shell’s global markets and online.