THE BRIEF

Audi run a lot of displays at Goodwoods but were worried they couldn’t maintain a consistent footfall to all their sites across the Estate. We needed to come up with a fun way to entice fans to visit each Audi display.

We found car enthusiasts are one of the highest demographics when it comes to collecting. We wanted to utilise this attribute and allow participants to collect Audi related content digitally by physically interacting with it.

IDEA OVERVIEW

We’ll enable visitors the ability to unlock, collect and interact with items around the Estate just by tapping either their supplied RFID wristband or an Apple Watch. Tapped items will be saved to a unique visitors address to access later via yourgoodwood2016.co.uk

The Band

Launched at Goodwood 2016, our RFID enabled branded wristband will be used to interact with Audi products at Goodwoods and future Audi events.

Tap to selfie

Participants will be able to attach their social media accounts to their RFID bands, allowing them to post directly by tapping at appropriate displays, such as taking selfies in driving seats.

Interact & collect

We'll attach information hotspots around the site, allowing users to tap to find out more, save details and collect car parts which can be used to build a digital concept car to enter into the Audi Speedway.

The Speedway

We'll attach information hotspots around the site, allowing users to tap to find out more, save details and collect car parts which can be build a digital concept car to enter into the Audi Speedway.

INTERACT WITH WINDOWS IN A WHOLE NEW WAY

Using the car windows as a surface to project on, we can let users interact and learn about specific Audi parts, future ideas and technologies. We'll project the touch screens from inside the car, leaving just the magic on view.

THE SPEEWAY

We’ll enable visitors the ability to unlock, collect and interact with items around the Estate just by tapping either their supplied RFID wristband or an Apple Watch. Tapped items will be saved to a unique visitors address to access later via yourgoodwood2016.co.uk

Find

We'll place Audi digital touch points where participants can interact strategically around Goodwoods 2016, helping to push visitors to harder to reach unexplored areas.

Collect

At each of these touch points we'll leave a digital future-tech car parts for participants to collect and add to their inventory of build components.

Build

With enough parts a participant can enter the Lab and build their concept car. We'll show the locations of 'power' parts on a map, enticing participants to go to out of the way areas to power up their car.

Race

Once the participant is happy with their custom car they can choose to enter it into the Speedway. The first of its kind digital race - used to test the ingenuity of the user and their combination of parts.

BUILD THE FUTURES AUDI

There's no better way to learn about how these future car parts work than to test them out for yourself. In the Lab participants can assemble their parts in different combinations to see how each part effects one and other. The end goal is to arrange the parts in the best combination to get the best performance out of the car before entering it into the Speedway.

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