To attach Ocean Race values of adventure and teamwork to Volvo Cars.
In RUSH, we meet four members of a life rescue crew, who rush out to assist an Ocean Race boat at sea. They have four minutes to reach the lifeboat, driving in their Volvo Ocean Race Edition vehicles. Things go wrong and the user needs to help them out.
From a split-screen overview showing each crewmember's narrative, the user zooms in on any of the four members, controlling the narrative to try to make the team work.
In these four to five minutes of adventure, the user sees twenty minutes worth of film and sound. The user chooses between alternative pathways that change the crew's communication and actions.
A film-like trailer was seeded into car, sailing, gaming, and film communities. Dealer showrooms and the Volvo showroom in the Ocean Race villages displayed RUSH posters and had featured terminals where visitors could play the adventure next to the cars. Volvo's own media (VolvoCars.com and VolvoOceanRace.org) carried banner and editorial advertising.
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