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Viral marketing an overnight success for online car insurance siteIf you're looking for a demonstration of the power of viral marketing, look no further then the pages of online car insurance site computerquoteinsurance.com. At the beginning of May 2007, the site launched 'Ace Driver', an arcade-style racing game in which players must avoid oncoming 'hazards' such as oil, fencing and other cars, with the intention of publicising their brand and drawing traffic to their homepage. Bosses at the online car insurance firm were confident their game, put together by developers TAMBA Internet and promoted on local radio station Wave 105, would be a hit. However, they were totally unprepared for just how big of a hit Ace Driver would be. The game turned out to be an overnight internet phenomenon, drawing 160,000 hits on a single day (5 May 2007) at the height of its popularity and topping the worldwide viral game chart. Thanks to Ace Driver, the UK car insurance site has had visitors from as many as 177 different countries. Currently, up to 700 people are reckoned to be playing it at the same time. "We're delighted that Ace Driver seems to be bringing so much fun to people all over the world and amazed at the speed of the viral effect," said a computerquoteinsurance.com spokesman. "As well as building the brand, the game and radio promotion are driving online insurance quotes and email sign-ups so it is working on every level."
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