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.