Whoever looks the longest, wins.
Instead of spending millions of dollars for 30 seconds of TV time during the Super Bowl, we got people to keep their eyes on a Volvo for the entire night. The Longest Drive was a one-day-only mobile game that challenged users to ‘drive’ a Volvo just by looking at it. Facial recognition kept them honest, and so the game could only be won by skipping the Super Bowl (and everyone else’s ads) to watch our car instead. The winner played for 9 hours, 47 minutes in a campaign NPR called “the best hijacking of the Super Bowl...masterful”.