Photo: Audi
Audi’s new VR experience really puts the “Tron” in the Audi e-tron. In Spain, the German automaker recently debuted an interactive, team-oriented VR game to immerse its guests in a futuristic sci-fi adventure.
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High-tech fun
Dubbed the “e-tron room: The Future Paradox,” this VR experience lets players engage in time-traveling shenanigans, check out iconic landmarks, and enjoy plenty of dazzling graphics. Equipped with motion sensors and headsets, teams of three or four players cooperate to solve puzzles, complete challenges, and of course, have fun with Audi vehicles.
Much like the automaker itself, the Audi game sets itself apart from the competition with sheer quality and attention to detail. Its cutting-edge motion-capture system lets each player inhabit a fully animated avatar. But you and your friends won’t be thrown into the virtual world alone — your group will be accompanied by an actor playing the role of a helpful robotic guide. All in all, it takes 28 motion sensors and 36 cameras to bring the experience to life.
Bringing imagination to life
The ad agency DBB Spain and Glassworks, a production company, teamed up to create this VR experience.
Jaume Badia, an executive creative director at DBB, explained the driving idea behind the game. “Audi e-tron represents the future of mobility, [so] our creative proposal had to be equally innovative. The way to do this was through the only hyper-reality experience of its kind in the world, which is receiving the praise of many industry experts.”
Get in on the Game: Check out the Audi e-tron
How to participate
Everyone is welcome to join in the game. The first sessions ran from Oct. 24 – Nov. 13 in Madrid, but the experience will be making a comeback in Barcelona from Jan. 27 to Feb. 16. Check out Audi’s social media for exact time, locations, and scheduling a session.
Source: Adweek
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