This is a great use of interactive technology, and user engagement. VW has launched a new site to promote the new Golf R that allows visitors to create their own movie featuring the new car. The premise is pretty simple. You make car noises, and the site builds a video based on them from a series of prerecorded clips.
Working with Michael Winslow the man of 10,000 sound effects, the trailer is pretty compelling. The YouTube video directs you to the site where you can create your own experience and then share it through all of the standard social media channels and at http://rrr.vw.com as well. It’s a pretty fun concept, and watching the peoples expressions as they make the car sounds is a riot.
OK this is the kind of interactive advertising/marketing that I love. It’s more than just digital. It has a physical component that is tied to an iPad app, and website.
Audi built a one of a kind experiential event that was tied directly to an integrated campaign that allowed participants to drive 1/32 scale custom fabricated Audi slot cars on a 140 square foot hand built track. The track was placed in the heart of Toronto’s financial district where participants could use the world’s first iPad slot car controller that featured live in car camera feeds giving participants the feel of being inside the slot car itself. What a great idea. I hope Audi takes this on a tour of North American cities because I want to play.