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Google Oculus Rift Audi

Audi partners with Somo to create fan experiences using Google Glass and Oculus Rift at Goodwood Festival of Speed

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By Gillian West | Social media manager

June 26, 2014 | 3 min read

Audi UK has joined forces with mobile solutions company Somo to create experiences for fans at the Goodwood Festival of Speed using Google Glass, Oculus Rift and more technologies leading today’s connected world.

Using the latest in mobile, wearable and virtual reality technology, Audi and Somo have developed experiences for fans at the motor event as well as those participating remotely via social channels.

“We’re really excited about some of the technology on show at this year’s Festival of Speed. With Vorsprung durch Technik at the core of the Audi brand, and through some cutting edge digital products like Google Glass and Oculus Rift, we want to give our fans and owners the best experience possible, whether they’re at the Festival or whether they’re following from home,” explained Hugh Fletcher, national digital manager, Audi.

With Oculus Rift, visitors to the show will be able to truly feel as if they are whizzing around a hot lap of the Silverstone circuit, completely immersed within the interior of either an R8 or RS 6.

The ‘King of quattro’ app has been designed to ignite the competitive spirits of test drivers at the quattro off road area, enhancing the experience within the five quattro models available for visitors to drive by recording key statistics as drivers complete their laps using the internal gyroscope and accelerometer in the iPad to monitor acceleration and breaking. Each lap will be scored with the winner each day presented with a special Audi prize.

Google Glass comes into the mix with Audi picking a chosen fan through an ‘Audi VIP’ Twitter competition, to stream a first-hand experience of Goodwood via social media. Throughout the day the fan will field questions, carry out tasks and respond to comments posted by the Audi UK online community using a Samsung Gear 2 smart watch.

Carl Uminski, Somo COO and co-founder, commented: “Goodwood is the place to showcase the very latest in technological advancement and Audi is dominating by incorporating exciting new platforms such as Google Glass and Oculus Rift. Together, we’ve brought these technologies to real life allowing Audi fans to get closer to the cars they love than ever before.”

Audi will be at Goodwood, which runs from today (Thursday 26 June) until Sunday 29 June, to showcase its range of cars to racing fans, car fanatics and potential owners.

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Somo is a leading digital product agency, delivering digital ambitions at pace and scale for some of the world’s biggest brands, including Audi, HSBC, Vanguard, Vodafone, Virgin Media, and many more.

Since 2010, we’ve pioneered over 1,000 digital products for over 100 clients across a plethora of industries, winning award after award for our work, culture, and growth. We’ve been recognised as #1 pure-play Design and Build agency (The Drum, 2021), European Digital Transformation Company of the Year (CIO Applications Europe Magazine, 2021), #1 agency for creativity and innovation, digital strategy and software development (The Drum Recommends, 2020-21), the UK’s best medium-sized company to work for (Campaign Magazine, 2021), Colombia’s best digital agency to work for (Great Place to Work®, 2021), and one of America’s top workplaces (#1 in D.C. and South Carolina; Inc. Magazine, 2020).

Headquartered in London, Somo has five offices across the UK, US and Colombia.

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