PROTON was entering the 2011 Monte Carlo rally for the very first time as part of its involvement in high-profile motorsports events as a global brand. But the Monte Carlo rally wasn't as popular in Malaysia as Formula One, so the usual channels such as PR and above-the-line advertising didn't cut it. Introducing The Rallye to Monte-Carlo, the most challenging virtual drive ever. We created a simple yet immersive racing game that pitted people against each other, round the clock, over thousands of kilometres from Malaysia to Monaco. We gave players a taste of what it was like to drive and manage a real rally team, a truer reflection of PROTON's day-to-day experiences in the Intercontinental Rally Challenge, and thus created excitement for the actual Monte Carlo rally. Players didn't just have to cross the finish line; they had to solve problems including navigation, engine malfunctions and periodic breakdowns. But they didn't have to go at it alone. By logging in with Facebook, players could recruit their friends to help gather fuel and spare parts, overturn their cars after accidents and fix leaks.