Just as the cars on display at the North American International Auto Show have become more high-tech, with alternative fuel and safety features and futuristic mobility concepts, the exhibits themselves incorporated technology that engaged and educated auto show attendees as well. The NAIAS launched on Jan. 12 with a press preview at the Cobo Center in Detroit and was open to the public from Jan. 17 to 24.
Check out our February/March issue (you’re a subscriber, right?) for a complete rundown of all the action at the show. Until then, here’s a taste of the event technology featured in some of the exhibits:
Chrysler deployed virtual reality in a four-minute 4D immersive experience using the Oculus Rift DK2 headset to highlight how its 2015 Chrysler 200 is made. The auto show experience, dubbed “Beneath the Surface,” transported attendees, who were sitting in the car, from the show floor to the factory to witness firsthand how it is made. Once they put on the headset, everything came to life with the help of a seat rumble pack and sound system that combined music, voiceover instructions and spatial sound effects. With the user viewing the experience from inside the 200, the A/V tour highlighted how more than 1,000 robots worked to build the vehicle, how it is prepped for painting and how the car is checked and measured before it leaves the factory.
Nissan’s auto show exhibit featured a mobile app that enabled visitors to log into a virtual tour of the space, interact with content in real time, receive product information and bring Nissan’s Innovation Wall to Life. In a fun twist, they could play a GT-R racing game on their devices and compete against others logged into the tour.
Near Field Communication
Scion incorporated several high-tech touches into its auto show exhibit, but a highlight was the Scion Swag Machine, an Instagram-powered, NFC-enabled vending machine that rewarded visitors with prizes for taking images with their mobile devices and posting them to social media with a Scion-event specific hashtag.
Agency: George P. Johnson