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Volkswagen in the driving seat for mobile AR racetrack

Volkswagen is reaching out to GTI race fans with the release of a mobile-based augmented reality GTI racetrack enabled by Snapchat with Tribal Worldwide London and adam&eveDDB.

The ‘People’s Supercar’ campaign takes the form of an interactive race course viewable via Snapchat’s AR lens, enabling petrol heads to drive their vehicle of choice around a variety of landscapes simply by tapping the screen, sharing their best lap times with friends.

Designed to capitalise on the appeal of ‘hot hatch’ cars the playful campaign seeks to appropriate some of that affection for the Volkswagen brand.

Jon Cleave, creative director for Tribal Worldwide commented: “We wanted to tap into our audience’s feeds in an exciting way like no one has done before. Taking the joy of driving beyond static, stationary car models and injecting interaction and social engagement in the experience by creating a GTI Superdrive game – taking it far beyond what the category has achieved to date.”

VW Snapchat AR demo from Tribal Worldwide, London on Vimeo.

The custom GTI race track will be available for one month only from 19 November and forms part of an enthusiastic embrace of the AR sphere by Snap.