Audi Quattro: Interactive Installation

Here’s a great experiential piece from Audi to promote their A4. To showcase the road handling capabilities of the car they built this socially enabled, interactive installation to let people experience a mini version of the car.

Passersby in Toronto had the chance to race one of 3 miniature Audis around a custom built 20ft x 7ft racing track using an iPad to control the car. The iPad app was paired with an in-car camera which gave the driver the perspective from the right inside the drivers seat, a first for this kind of installation. This is a great way to get people to experience the Audi in a truly interactive way and fits nicely with their push to be an innovative brand.

If you have some spare time check out the behind the scenes video that delves into the making of the cars and the track:

Audi Spheres: Showcasing The Future

Audi set out to show off their future brand ambitions through an experiential marketing installation in Copenhagen which they called the Audi Spheres.

Conceived by KMS Blackspace and SCHMIDHUBER, working with Danish interactive design specialists Kollision and AV experts Creative Technology, these three giant spheres were filled with a range of interactive and futuristic technology which included augmented reality video pads, giant video walls and concept cars, each sphere represented one of Audi’s future brand priorities; lightweight design, electric cars and their impact on the environment.

Attendees of the event were then able to experience a universe of constellations, each triggering a different showreel on the curved wall in front of them, enticing guests to approach, engage with the core messages and ultimately shape the content of the environment surrounding them. Pretty cool huh?