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.
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.
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
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.
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.
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.
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.