2011 ewards

Innovation of the Year Eward: Citroen DS4SEEKERS

Time 5:08 pm, December 19, 2011

ds4-finalWinner: Citroen DS4SEEKERS | Produced by Candyspace

Commended: Mercedes-Benz ‘Escape the Map’, Google+

THE Innovation of the Year category set out to find a website, programme or special campaign that really made our judges stop and think for a moment.

That’s a tall order when you consider our judging panel helps develop innovative websites every day – and some of them even commented they had seen no innovation at all this year.

But there was one development which certainly got quite a number of our judges’ pulses racing – and our winner this year was Citroen’s DS4SEEKERS.

Launched earlier this year, DS4SEEKERS was an online and mobile platform competition which used mapping technologies from Google to create an innovative multi-player game of hide and seek featuring Citroen’s DS range.

screen-shot-2011-12-19-at-123347Running over two 10-day periods in July and September, players hid and looked for virtual DS4s across the Google Maps and Google Streetview worlds.

Points were earned for hiding and finding cars, and each point gained an entry into a draw to win a top-of-the-range DS4. The more points players collected, the more chances they had to win, and players were ‘given’ new DS4s to hide each day.

Aside from the fact that users were playing a game made up of virtual Citroen DS4s, some of our judges said they had heard stories of users being ‘gripped’ and ‘addicted’ to the innovative Citroen campaign, in the hope of getting their hands on one of the quirky DS4s.

The campaign certainly impressed Ewards judge Alex Knight from Progress Automotive. Knight remarked: ‘Citroen really cracked it with this clever website game promoting the new DS4.The site was hugely innovative in its all-browser compatibility, with seamless, real-time moves between mobile and online. Its addictive, engaging and interactive gameplay kept people coming back for more.’

Car Care Plan’s Matthew Strudwick agreed, saying: ‘With the DS4SEEKERS game, Citroen took hide and seek to a whole new level. The game clearly raised the profile of this innovate new vehicle.’


James Batchelor's avatar

James – or Batch as he’s known – started at Car Dealer in 2010, first as the work experience boy, eventually becoming editor in 2013. He worked for Auto Express as editor-at-large and was the face of Carbuyer’s YouTube reviews. In 2020, he went freelance and now writes for a number of national titles and contributes regularly to Car Dealer. In October 2021 he became Car Dealer's associate editor.

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