Edelman Australia and Traffik Group are working with Viva Energy Australia on a virtual reality (VR) pit stop activation for attendees at Clipsal 500, the opening round of this year's Virgin Australia Supercars Championship in Adelaide.
In an Australian first, the technology behind this VR experience allows up to four players working as a team to simultaneously replicate the speed and precision required during a high-pressure Supercars pit stop.
Within minutes of battling it out in a 5m x 5m green-screen set,
participants are sent a mixed reality video of themselves immersed in
the pit stop scenario to share on social media channels.
Says David
Loughnan, digital director at Traffik Group: "We've made the
experience as true to life as possible - we know we're talking to V8
enthusiasts so a lot of time has been spent in collaboration with the
DJR Team Penske engineers getting the detail spot on. The use of virtual
reality hand- controllers allow participants to experience the exact
tasks pit stop crews execute during a race, under the same time
pressures."
Participants will compete for glory as the fastest
pit stop team, earning a place on the leader board and taking home fuel
vouchers.
Says Alex Lefley, Edelman's director of brand in
Melbourne, on the social media amplification aspect of the activation: "We know the online landscape is becoming increasingly
cluttered and encouraging users to share content organically is
challenging.
"Paid
reach is an aspect of this strategy, but our focus is on achieving
organic reach and brand awareness through shareable content.
"Brands
need to cut through the noise with a point of difference that's
relevant to the target demographic's likes and behaviours, and what's
more relevant than a personalised video featuring yourself in a scenario
that you're clearly very passionate about."
Australian racing legend Dick Johnson said he thinks that fans will get a real kick out of the VR experience.
Says Johnson: "It's
one thing for fans to watch a pit stop happening on the TV or at the
race track, but it's another thing entirely to actually take part in
one.
"When you put the headset on, it's like
you're standing in pit lane as a part of the racing team pit crew. It's
going to be very popular.
Viva Energy Australia's VR pit stop
experience will hit the track at the 2017 Virgin Australia Supercars
Championship opening weekend, Clipsal 500, in Adelaide from Thursday 2
to Sunday 5 March.
Viva Energy
Corporate Brand and Retail Fuels Marketing Manager - Stacey Mason
Sponsorships and Activation Communications - Liza Shaw
Strategy and Business Development Manager - David Katic
Agency - Edelman Australia
Director, Melbourne - Alex Lefley
Account Manager - Bella Kwiatkowski
Agency - Traffik Group
Experiential Director, Melbourne - Jake Ford
Digital Director- David Loughnan
Production Director - Ben Sewell
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