With so many brands experimenting with viral marketing, it requires a combination of great idea and execution to stand out from the crowd. Saab have done this with the surprisingly detailed and addictive Race Against Time.

Race Against Time has been created to promote the Saab 9-3 SportWagon and involves good use of data capture and high standards of creative. The game itself is an absorbing journey in which by answering a series of questions you create your own narrative to find your way to Hazart Point in the fastest time possible. This involves a dangerous hitchhiker on the loose, police stops, even hidden games, all narrated through streaming video filmed from the driver's view.

You have to admire their ambition as well as their budget. Sometimes the simplest virals can be among the best, like the addictive BBC paper throwing game, but this is a serious undertaking and the majority of the players will never get to see the full range of content that is contained within the game. It also carefully communicates key messages about the models available, driving pleasure and a spirit of adventure.

It will be interesting to see how many players and leads this generates for Saab. Will the office community be patient enough to follow it through when an amusing picture often provides the kind of coffee break moment they are looking for? Provided word of mouth and existing databases can drive enough players to the game, Saab have created one of the virals of the year.