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VW R Series Launch Event, Volkswagen China

Brief

In the summer of 2012 Audience Entertainment, in partnership with Ogilvy Digital Labs China, delivered a crowd-controlled driving game to support the launch of the VW Golf and Sirocco R-Series models at a ViP event in Shanghai.The event planned to launch the two new cars in the region had a wide range of exceptional entertainment and demonstrations but no way for audiences to all test drive the cars. Audience Entertainment was asked to provide a group solution which gave audiences a taste of the speed, power and performance of the R-Series.

Response

Audience Entertainment produced a driving game that gave audiences the choice of which car they wanted to test drive; the Sirocco or the Golf. At the event teams based on the color of their wristband, came together to drive the R shaped track to see who could get the best time, by avoiding the obstacles and hitting the speed zones for a boost around the track. The game ran multiple times throughout the prestigious event at the Shanghai Expo Center to great audience reaction. At the end of the night the team that had achieved the best lap time each received a special prize from VW.

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