#WhatARace


Four drivers raced each other in Acura TLX on a real race track in El Toro, California. To further challenge them, each driver was wearing an Augmented Reality (AR) helmet that made them believe they were racing on virtual racetracks through jungles or snow. Acura live streamed the race through Facebook, YouTube & Twitter with 3.58 million people experiencing what the drivers experienced, in real time.

Our take

When we first think of using AR to support Brand Comms, we immediately think of applying at point of sale or exhibit points to add to the one-to-one experience. Applying AR differently can deliver experience at scale. Snapchat & Pokemon Go show how mobile powers AR impact and the iPhone 8 launch is expected to deliver even greater scalability. The potential use of AR for brands to engage en masse is unlimited.
Watch the race here.

Bettina Benjamin

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The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.