Dare and Ignite have created a clever campaign to promote Vodaphone's sponsorship of Formula One - a racing game featuring ten real-life cabbies competing in five UK cities that allows players to track their performance via real-time mapping and Twitter updates.
Online activity included a viral film featuring Lewis Hamilton and Heikki Kovalainen with a cameo by actor Shaun Williamson (aka Barry from Eastenders). Here it is
I think the viral goes on a bit. But I suppose if you've paid for Lewis Hamilton then you're gonna drag it out. The idea of Lewis as a taxi driver is a good one and Barry from Eastenders obviously missed his vocation in life as a taxi operator. But I wonder if they could have made the race funnier? Laying traps for each other? tricking each other? I think there was more scope.