The Why
Classics for a Cause runs classic-car raffles in Australia and donates the proceeds to Australian veterans' charities — Young Veterans was the beneficiary on this campaign. The job came to Gamify through Visual1, a Gold Coast marketing agency.
A raffle only works if enough people enter it. Classics for a Cause needed a way to get new people into the raffle database that felt like a reason to show up rather than a form to fill in.
The Solution
Bullitt Bash — a Steve McQueen tribute. The player drives the dark green '68 Mustang from Bullitt, dodging traffic through a San Francisco that borrows the film's whole visual language. HTML5, mobile-first, leaderboard-driven, embedded on the client's own site.
Reward
You didn't play for points, you played for free entries into a live raffle to win a 1967 Ford Mustang. The prize the game was promoting was also the prize for playing it, so every play was already a step into the funnel rather than a detour from it.
Campaign line, verbatim from the artwork: "Play our new mobile game — To WIN tickets in the latest raffle to win a '67 Mustang!"
