The campaign developed by the marketing agency Novocortex for a Dutch insurer VrijVerzekerd, and consisted of two components: Endless Racing Game for iPhone and the viral online video to draw the attention to the game. The campaign message states that a proper insurance coverage enables the policy holder to drive the same car even after an accident as the insurer repays the purchase price of the car.

The gaming application was co-created by ScienceSoft, Red Graphic and Eat Information. The novelty of the Endless Racing Game is that it exploits the new peer-to-peer technology for iPhone to build a continuous racing track so that the car jumps from one device to another.

The game was downloaded more than 300 000 times in its first month in AppStore, the video was viewed more than 130 000 times in its first week on Youtube and achieved #1 Most Viewed This Month (in the Gaming category), and the traffic to VrijVerzekerd website increased twelvefold. Besides, the Endless Racing Game marketing campaign was featured in Contagious Magazine, a B2B publication that spots the worldґs most innovative marketing strategies.