Achtung! and Volkswagen have staged a real-world race within the digital realm of banner ads with "Bannerbahn," created for the new Golf GTI. On September 13, the event will see a real car racing on the runway of Airport Twente, which has been painted with the images of four popular Dutch websites.
Those real world moves will also be broadcast online, where users will be invited to chase the GTI as it speeds through the banner spaces of the real sites -- and with a single mouse click, catch the car, online. The fastest clicker wins the car.
The race will happen in collaboration with two Dutch publishers, TMG and Sanoma, who will provide editorial and commercial space on their sites to host the Bannerbahn.