Instead of the traditional automotive ads that list a bunch of features and specifications, and show car models traversing sand dunes and hills, carmakers are creating interactive and innovative experiences to attract customers. From a live play staged within a Fiat to a viewer-controlled adventure film, brands these days are trying hard to stand out from the pack.
Here are some the creative campaigns that have been featured on PSFK.
Italian carmaker Fiat created four short plays and invited people to watch them staged and acted out around different models of the Fiat 500. People reserved tickets via a Facebook app or simply showed up on the day of the play. The viewers got a full “theater” experience, complete with ushers and available programs.
Lexus Italy promoted its Lexus IS Hybrid car through a life-sized real-time car race video game called TRACE YOUR ROAD. Participants were selected to ride in the passenger seat while Formula 1 driver Jarno Trulli drove the car through race tracks that the participants drew in real-time by swiping their fingers on a touch tablet.
Land Rover created an interactive digital campaign called RACE THE SUN, where participants can choose to either sync their smartphones and turn them into a game controller and a second screen experience, or use their computer keyboard to interact with the film. Participant can sync their smartphones with the film and match the maneuvers of the Range Rover Sport by tilting, swiping or tapping their screen.
Infiniti launched DejaView, a choose-your-own-adventure responsive film that runs on unique storylines based on the viewer’s interaction with the characters via mobile phone conversations. The film used natural language processing systems to enable the viewers to affect the characters’ decisions and drive the plot.