Skoda uses pupil eye-tracking technology in latest online ad

Skoda has launched a new digital campaign using eye-tracking technology to promote its third generation Fabia Car.

The interactive online experience called Fight for Attention, created by 18 Feet & Rising, measures and displays the results of the user’s interaction with the film in real time.

The user experience starts with the calibration of the user’s pupil movement with a computer webcam. A 90- second split-screen film follows, featuring two Fabia cars racing through a number of locations.

At the end of the race, the eye-tracking technology allows the site to calculate which Fabia garnered the most attention during the race, work out what the viewer saw and missed, and then create a personalised infographic of the eye movement.

Users can share the information to social media channels and have the option to book a test drive with a local dealer.

The campaign site, due to roll out across 32 European markets from Monday 16 February, was developed and built in partnership with B-Reel using technology from Visage Technologies.

A second phase of the campaign, Phase B, is set to launch later this month and will allow users to create their own films using an in-built editing platform.

The platform follows the roll out of a week-long augmented reality campaign by Skoda in Waterloo Station for the Fabia model starting yesterday (10 February).

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