(1888PressRelease)
October 30, 2009 - BBC Radio 1 and 1Xtra have launched a week of gaming-themed content with an exclusive online campaign “Fastest Time Wins”. The game allows players to race in the guise of a Radio 1 presenter against fellow DJs or the stations’ guest celebrities.
Developed by agency 4T2 Multimedia, Fastest Time Wins was launched by Chris Moyles and his breakfast team on Monday 26 October. It forms part of the “Get Your Game On” week of events.
Players race as a 3D avatar of a DJ, each with a customised racing Kart that reflects the station’s ongoing ‘As One’ campaign. Fearne Cotton even takes to the air on a flying carpet. Throughout the week, guests and presenters will be recording their own fastest laps for the Radio 1 audience to race against directly.
Mike Hawkyard, Director at 4T2 comments, “To create a game launching Radio 1’s coverage of an entire week focusing on gaming in general was quite a daunting challenge. Early on air feedback has been very positive, but we are well aware that only one presenter or guest can actually win the challenge. ‘Good sportsman’ and ‘gracious in defeat’ are two terms not normally associated with DJs...!”
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