Online game promotes Telegraph's Formula 1 coverage

by Jennifer Whitehead,, Brand Republic 26-Mar-04, 11:00

LONDON - The Daily Telegraph is to launch a viral campaign to promote its online Pro Fantasy Formula 1 game and its coverage of the sport.

The game is called 'Lap Of Honour' and was created by the digital agency Panlogic.

Players can choose from three drivers, a German disco dancing fan called Karl Funkenstein, a Brit called Bernard Hunter and a young Italian called Enzo Spirito di Vimto.

They must then race against the clock to score a top lap time. The site encourages users to sign up to the Pro Fantasy Formula 1 site and people can email the game to friends, challenging them to beat their times. It will also drive coverage to the Formula 1 site of Telegraph.co.uk.

Jim Cameron, online gaming manager at Telegraph.co.uk, said: "This is an innovative and enjoyable way to promote our new Pro Fantasy F1 game and to bring readers to both the Daily Telegraph and sport.telegraph.co.uk."

Panlogic has also created games for clients including Tesco, the BBC, publisher Penguin and Lastminute.com.

William Makower, CEO of Panlogic, said: "It's a very tongue-in-cheek way of targeting armchair Formula 1 enthusiasts and driving them to sign up for the fantasy game."

The Daily Telegraph is sponsoring ITV's coverage of this year's F1 season.

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