Endless Drift

I'm currently reading through the Developer Magazine's Career Guide I picked up at GDC Europe. There's an article on how to make your own endless runner in Unity. A rocket avoiding obstacles and collecting bonue points? Lame.

So what sort of idea can I come up with that isn't quite so generic? An endless tōge to race down, drifting around the corners, trying to avoid dropping down the cliff or smashing into the mountain, skidding over loose debris.
A pumping eurobeat soundtrack, cars and achievements to unlock, scenery changing around you from typical Japanese mountain to fire and brimstone in hell... ;)

Left, right and brake, the only 3 buttons you would need as the car builds up speed without any player input.
A camera which gives exciting views and enough information so that the player can react to what's coming up.