Mobility Theory was conceived as an alternate reality game that unfolds across digital and physical realms. To celebrate and explore Renault’s vision of future mobility, players (called “Argonautes”) were invited to solve puzzles, uncover clues, and participate in a collaborative narrative over several months.
The campaign kicked off with mysterious video messages and social media teasers from a character named “Le Guia.” Participants then decoded puzzles online and in real-world urban settings, engaging with AR overlays, audio clues, live events, and narrative threads tied to Renault’s mobility concepts like Symbioz or EZ‑GO.
The ARG content was developed iteratively using storytelling design, prototyping, community coordination, and real-time feedback loops to craft an immersive, multi-format experience.
Performance & Impact
- 34.6 million impressions
- 3.8 million reach
- 800 million video views
- 600 hardcore players
- 89,000 total players participated
- 34.6 million impressions
- 3.8 million reach
- 800 million video views
- 600 hardcore players
- 89,000 total players participated
Format : ARG online & live
Year : 2018
Client : Groupe Renault (via We Are Social Paris)
Role : Creative-technologist — ideation, writing, production
Collaborators : We Are Social France team
Year : 2018
Client : Groupe Renault (via We Are Social Paris)
Role : Creative-technologist — ideation, writing, production
Collaborators : We Are Social France team
