Edelman Australia creates virtual reality game for Virgin Australia Supercars Championships

PR agency Edelman Australia, Traffik Group and Viva Energy Australia have released a virtual reality pit stop activation game for those attending the Virgin Australia Supercars Championships in Adelaide over the weekend.

The activation enabled four players to work as a team replicating the speed and actions required during a Supercars pit stop.

The VR game is set up in front of a green screen to allow players to see themselves in a real-life pit stop scenario and the participants will then be sent the visual in a video to share across social media.

Players had the chance to win fuel vouchers if they had the fastest time on the games leaderboard.

Alex Lefley, Edelman’s director of brand in Melbourne, said: “We know the online landscape is becoming increasingly cluttered and encouraging users to share content organically is challenging.

“Paid reach is an aspect of this strategy, but our focus is on achieving organic reach and brand awareness through shareable content.

“Brands need to cut through the noise with a point of difference that’s relevant to the target demographic’s likes and behaviours, and what’s more relevant than a personalised video featuring yourself in a scenario that you’re clearly very passionate about?” Lefley said.

David Loughnan, digital director at Traffik Group, said: “We’ve made the experience as true to life as possible – we know we’re talking to V8 enthusiasts so a lot of time has been spent in collaboration with the DJR Team Penske engineers getting the detail spot on. The use of virtual reality hand-controllers allow participants to experience the exact tasks pit stop crews execute during a race, under the same time pressures.”


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