Video Games for event: Continental at the Giro d’Italia with the Safety Game

Video games for event are a highly effective tool for engaging audiences and collecting useful data to support a specific business strategy.

In addition to boosting brand awareness, engagement, and lead generation, they help establish a new way to communicate with people. Fresh, immediate, and interactive.

Continental made a “stop” at the Giro d'Italia and the Tour de France with the Safety Game.

The German brand, globally renowned, specializes in the production of tires and technological solutions for the automotive industry. Over the years, the company has evolved into an industry leader thanks to innovation and the quality of its products: beyond tires, the brand also provides braking systems, vehicle electronics, and drivetrain and safety components.

For this reason, we developed a Road Safety-themed game for Continental for the Italian cycling event, where the brand served as Safety Partner this year.

The Safety Game

During the stages of the Giro d’Italia and the Tour de France 2024, people could play the Safety Game at the Continental stand.

The video game was displayed on a TV screen, but played on the user’s smartphone.

With our AdverSafely technology, by scanning a QR code, the phone becomes the game controller.

The player races with a yellow tire, the brand’s signature color.

The gameplay is a “race” between tires, where the player’s goal is to claim first place on the leaderboard. But that’s not all!

The player can increase (or lose) speed depending on how they answer the in-game quiz.

The quiz consists of four questions about road safety, presented during the race. If the player answers correctly, they get a speed boost that gives them an advantage. If they answer incorrectly, their tire slows down, penalizing their position in the race.

Awareness and Lead Generation

Thanks to this interactive solution, Continental engaged many people at the event, combining fun and information. The questions asked to visitors focused on road safety rules and best practices for tire maintenance-useful to prevent damage and accidents.

As a result, the German brand not only created engagement and entertainment, but also promoted the dissemination of useful content to the public.

Moreover, at the end of the experience, participants are invited to fill out a form with their personal details in order to receive a gadget to collect at the Continental stand.

In this way, the brand achieved healthy, seamless, high-value lead generation.

For 15+ years: custom Video Games and Software

For over 15 years, Code This Lab has stood out in the development and design of video games and measurement software, offering a catalog of 300+ gameplay experiences for brands and companies.

Our team specializes in custom, measurable solutions, covering every phase of the process: from development to 3D modeling, all the way to monitoring and data collection.

We work with both mind and heart, focused on the future of digital communication.

If you have a game in mind for your company, or you want to explore the solutions best suited to your brand, don’t hesitate to contact us for a virtual coffee!