Edelman Australia, Traffik Group and Viva Energy Australia launched a virtual reality (VR) pit stop activation for attendees at Clipsal 500 on the weekend, 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.
David Loughnan, digital director at Traffik Group said “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 VIVE 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.
“We know the online landscape is becoming increasingly cluttered and encouraging users to share content organically is challenging,” said Alex Lefley, Edelman’s director of brand in Melbourne, on the social media amplification aspect of the activation.
“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,” said Lefley.
Australian racing legend Dick Johnson said he thinks that fans will get a real kick out of the VR experience.
“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,” Johnson said.
“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 hit the track at the 2017 Virgin Australia Supercars Championship opening weekend, Clipsal 500, in Adelaide last Thursday 2 to Sunday 5 March.
Visual Capitalist‘s ‘Generational Power Index‘ for 2021 has found that millennials have the highest share of power in terms of digital platform and celebrity. Despite coming second last in terms of overall economic, political and cultural power (with Gen Zs at the bottom), Millennials hold significant power in terms of the digital world, particularly in the […]
Prime Video Presents Australia 2021, held at Crown Sydney on Tuesday afternoon, showcased an immense array of Australian content coming soon to the small screen. Presented by comedian Joel Creasey, attendees included a range of Australian talent in-person and onscreen including comedians and writers Kate McLennan and Kate McCartney, AFL Hall of Fame player Michael […]
Social media platform Twitter may soon come with a monthly price tag, as rumours about ‘Twitter Blue’ continue to swirl. It has long been suggested that Twitter should take to a subscription model as a way to increase the overall monetisation of the userbase. According to analysts, Twitter’s average revenue per user (ARPU) is around […]
The early results for Apple’s new iOS 14.5 are in. In this piece, Kat Warboys, Marketing Director, APAC at HubSpot explains what the evolving consumer expectations around privacy mean for businesses. The world of security and data privacy is constantly evolving, and while many marketers are now used to this rollercoaster ride, this month’s iOS […]
Fiverr, one of the world’s largest online marketplaces for digital services, has launched ‘Bill’s Billboards’, an initiative to help boost the local economy by creating free ads for local businesses and running them across $250,000 worth of billboard space. The ads in question were made by an award-winning Fiverr freelancer, who set himself up on […]
The Wellness Rebellion with Maz Compton and Dr Sam Hay is a reset on everything we know about our health and wellness, uncovering the truth and debunking the trends with science-based wellness information to improve your everyday wellbeing. Each episode in the new weekly podcast series will see Compton and Dr Hay discuss a wellness […]