BBC Radio 1's Fastest Time Wins

BBC Radio 1

Launching 'Get Your Game On' week

Genre: Racing
Released: 2009

Race against real life performances of your favourite Radio 1 DJs and celebrities.

BBC Radio 1 and 1Xtra 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 DJ against the station's guest celebrities. Fastest Time Wins was launched by Chris Moyles and his breakfast team in late October 2009, and formed part of their "Get Your Game On" week of events. Players race as a 3D avatar of a DJ, each with a customised racing Kart that reflected the station's ongoing 'Hello' campaign. Fearne Cotton even took to the virtual air on a flying carpet. Throughout the week, guests and presenters recorded their own fastest laps live on Radio 1 for the audience to race against directly. Players can listen to BBC Radio 1 in-game and a turbo mode activates if the DJ you pick is on air at the same time you are racing. This helped to highlight DJ show times in an effort to increase listener numbers.

BBC Radio 1
Massive success

4T2 were a pleasure to work with on Fastest Time Wins. They delivered a superb game, on time and on a very tight budget. They are creative thinkers with a brilliant understanding of the world in which they operate.

Hugh Garry
Senior Interactive Producer
The 4T2 Team
Race us on track 3 - Studio Dash!

To create a game launching Radio 1's coverage of an entire week focusing on gaming in general was quite a daunting challenge. We smashed it!

Mike Hawkyard
Business Development Director

THE CHALLENGE

  • Produce a viral game connecting Radio 1's audience to the DJs
  • Appeal to target audience of 16-21 year olds
  • Increase number of BBC Radio 1 listeners

THE SOLUTION

  • Key tracking system allowing games to be 'recorded'
  • 'Listen Live' to BBC Radio 1 in game
  • Gain a turbo boost if your chosen DJ is on air

THE RESULTS

  • Over 1 million game sessions in seven weeks
  • 200,000 people encouraged to listen online in that period
  • Laps recorded by 30+ DJs and celebrities

THE AWARDS

  • Newgrounds 'featured game'