Invesco QQQ Race For Innovation

Phygital Multiplayer Experience Blue led the creative strategy, concept development, and UX/UI design for the immersive “Race for Innovation” activation in partnership with Groove Jones. Commissioned by Invesco QQQ, the project challenged us to communicate fund performance in an engaging, hands-on format. We envisioned a multiplayer racing experience where each track is mapped to the 3-, 5-, or 10-year performance of the ETF. Players would “drive through” market highs and lows, literally feeling the benefits of diversification and tax efficiency.

Invesco QQQ Race for Innovation puts players in the driver’s seat of a fund-inspired racetrack. As players navigated the course, they encountered boosts representing Invesco QQQ product benefits like diversification, tax efficiency, and long-term performance. This feature kept gameplay exciting while seamlessly integrating their key brand messages.

Tracks reflected Invesco QQQ’s historical performance over three-year, five-year, and ten-year periods, with increasing difficulty tied to the length of the timeframe. At the end of the game, the player sees the track they were racing on, which is the Invesco QQQ performance chart based on the 3-, 5-, and 10-year selections.

Consumer Discretionary Sector – The pulse of global spending, this sector is home to consumer powerhouses like Amazon, Tesla, and Costco.

Health Care Sector – The heartbeat of life-saving technology and pharmaceutical breakthroughs, this sector drives medical advancements with companies such as Intuitive Surgical Inc., Amgen, and Vertex Pharmaceuticals.

The Technology Sector – From cutting-edge software to groundbreaking AI, this sector is home to top companies such as NVIDIA, Apple, and Microsoft.

After picking your vehicle, players head to the start line, where they wait for the countdown to begin the race.

Blue’s team crafted the core creative, defining the visual brand, interface UX, and thematic messaging. At the same time, Groove Jones developed and executed the immersive build, which included 4D haptic racing pods, real-time LED visualization of fund growth curves, and seamless integration of physical and digital interplay.

This “phygital” activation debuted at Invesco conferences and emerging-tech events, becoming a focal experience that invited crowds, fueled competition, and educated users in a playful yet informative way. It wasn’t just a demo—it was experiential learning.

🏆 Awards & Recognition

• Gold at the 2025 Hermes Creative Awards in Electronic Media / Interactive Media – Game - Link

• Featured among Groove Jones’ top award-winning activations on AgencySpotter - Link