SEAT. Augmented Reality

The conception and implementation of an interactive appearance for SEAT Germany at the International Motor Show (IAA) 2009 in Frankfurt. The aim of the digital campaign is to generate awareness and members for the existing Club SEAT as well as be entertaining.

Interactive
Neue Digitale / Razorfish developed an interactive augmented reality application in cooperation with technical provider Metaio. Promotion codes available at the SEAT stand enabled motor show visitors to project animated 3-D vehicles onto two large terminals and interact with these in their own camera snapshot.

Virtual
The car reacts to the virtual movement of the user and transforms itself in a spectacular way into new formations. With a bit of luck the official SEAT “Follow Me Car” from this year’s Red Bull Air Race World Championship can be won in the accompanying competition.

Limitless
The Newsletter for the campaign communicates the “Follow Me Car” competition in a consequential way. Arrow road markings instruct the user to scroll, seemingly unendingly, to reach the content. The content of the email then provides all information and a VIP coupon which is only distributed to Club members.

The 10% increase in Club SEAT members and the “Follow Me Car” competition exceeded expectations. The interactive SEAT motor show installation surprised and impressed with its unseen technology and high activation potential. The result: SEAT innovation is brought to life – and can be grasped. In the most literal sense of the word.