Guardian goes viral to promote F1 coverage

The online advertising and "viral game":http://www.stopschuey.co.uk/f1_content.html are based on a theme of “How do you stop Michael Schumacher?”, and directs the user to a new microsite.

Here, users can modify a racing car with imaginary upgrades, such as go faster stripes, missiles, spike droppers, and then race their car against Schumacher on a track..

Expandable banners are running on Yahoo! Sports, Yahoo! Mail, Planet F1, Crash.net and ITV F1 sites.

Matt Law, account director at Tribal DDB, said: “The ‘Stop Schumacher’ campaign targets the tech-obsessed, gaming, F1 audience in a fun and humorous way that encapsulates The Guardian’s own wit and tone.”

Tribal DDB created the racing game using Flash technology. The Guardian’s F1 supplement is available on 28 February.

Other Tribal DDB clients include: Marmite, Volkswagen, Harvey Nichols, Guardian, Nationwide, Camelot, BT Yahoo!, Philips and TUI.