Users were rewarded through achievement badges and an in app marketplace, where they could exchange points earned in the game for power ups and even real products from VW.
The VW ‘Blue Fly’ mobile game was part of their Think Blue campaign that embodies Volkswagen’s goal of creating environmentally friendly products and solutions, encouraging more eco-conscious behavior and contributing to a sustainable future.
Through the game the user had control of a dandelion or a butterfly that he had to guide through key cities in China without being hit by smog clouds.
The gamification engine ensured consumers kept coming back to the game and were incentivized to share on their social networks too.
