Honda Engages Indy Races Visitors in Speed Trivia - Event Marketer

Honda Engages Indy Races Visitors in Speed Trivia

DB_Honda_2012 ETA
Brand: HONDA
Agency: GLOBACORE THE TAYLOR GROUP
Awards: EVENT TECHNOLOGY AWARDS — BEST USE OF HANDHELD TECHNOLOGY
Year: 2012

Sporting events have long been fertile environments for brands that want to connect with passionate fans. But many of the activations have started to look the same. Toss a ball here. Spin a wheel there. And then, badabing, badaboom! Everyone goes home with a t-shirt.

Honda last summer decided that it wanted more from its auto racing sponsorship, so it created the Honda Trivia Racing Game for the 2012 Indy Races in Toronto. Visitors to the automaker’s tent were invited to grab one of four iPods and race virtual cars around a track on a large-format video wall. But it wasn’t just a passive racing game. Multiple-choice trivia questions controlled the virtual cars, going faster for correct answers and slowing down for incorrect ones. Sound effects on the iPod controllers matched the cars’ speed changes and reinforced whether the answer was correct or not.

A “Top 10” ranking on a leaderboard encouraged people to return to defend their position, and the whole experience from registration to checkered flag took only four minutes, enabling Honda to engage, educate and capture data for more attendees in less time. And yeah, fans could still win that perennial event t-shirt, but they probably learned a little bit about Honda along the way.

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