Acura Puts Consumers Behind the Wheel with AR
Entering its fourth year as presenting sponsor of the Sundance Film Festival, Acura wanted to extend the impact of its sponsorship both on-site and to the world at large. The brand aimed to establish an emotional connection with the innovative thought leaders and enlightened fans of independent film that attend the event while maintaining the integrity of its vehicles and brand.
As part of a suite of sponsorship engagements, Acura literally put consumers in the driver’s seat with an augmented reality racecar video experience that highlighted the performance capabilities of the newly launched Acura TLX. Participants were invited to sit on TLX-branded racing seats in front of a photo backdrop, and were recorded by brand ambassadors equipped with tablets, as the TLX GT virtually built around them. The experience used proprietary optical tracking technology to create a digital environment that allowed camera movement in three dimensions. The video was then available for immediate download, allowing participants to instantly share footage of the virtual environment on their social media channels.
The technology used was not only low-cost, but enticed consumers by serving a taste of things to come, amplifying reach through social media and reflecting Acura as a trailblazer in tech trends.