Foot Traffic Analytics

The future of digital marketing: Using virtual reality to gamify the test drive

Written by Brett Stephenson
Aug 8

Buying a car is a big deal. In fact, it’s one of the biggest purchases a consumer makes in their lifetime. So how do you get a prospective customer to choose your brand over the countless others out there that are vying for your market’s attention?

Well, thanks to the rate at which digital marketing is evolving, you now have a plethora of ways in which to make the buying process more engaging than ever before.

Enter virtual reality: the technology du jour being used to provide customers with immersive experiences that put them in the (literal) driver’s seat.

Hyundai’s game-changing launch campaign for their i30 model has been lauded for its futuristic gamification of the test driving experience. Their South African launch campaign was built on the premise that while test driving a car in the traditional sense is fun, when virtual reality is added into the mix, it can be even more enjoyable (and educational to boot). Rolled out in the country’s three main cities, Hyundai brand representatives chose popular nightspots in urban centres, where passersby could take a virtual test drive in the form of a racing game which used a projected race stimulation inside the i30, where vehicle specs were projected throughout the course.

Hyundai’s gamification of the test driving experience is the perfect showcase of the future of digital marketing: integrating virtual reality, social media and event marketing.

Working in teams of two, who signed up via Facebook Connect, drivers progressed around the track to ‘collect’ vehicle specs about the car, just as one would collect points in a traditional video game. As well as giving players a taste of the car’s performance, the i30’s six speaker sound system completed the multi-sensory experience. Those waiting their turn were engaged with an interactive rear window ‘brochure’, consisting of a multi-touch interface that made educating oneself an engaging experience. Bystanders could also watch the ‘live’ action progress of drivers on HD screens with a real time lead board. Combining the power of experiential marketing with that of social media, Hyundai posted photos of drivers playing the game to their respective Facebook pages – further amplifying their launch campaign.

As brands like Hyundai tap into the power of immersive, sensory-stimulating experiences, they’re setting the tone for the future of digital marketing: where the use of multiple, offline and online channels are used to captivate consumers. As such, you need to make sure that your marketing campaigns are also able to meet – and ideally, succeed – the expectations of your brand-weary customers.

That said, breaking through the branded clutter is only worth your while if you’re measuring the effect of your experiential campaigns.

To do this, you need to equip yourself with tools that measure the efficacy of both your offline and online marketing endeavours. For example, implementing foot traffic software to measure the effect of events enables you to determine how many people they’re attracting, as well as the areas they’re spending the most time – giving you crucial insight into your market and their real-life interactions with your brand. When coupled with data from your showroom floors, CMS, and online marketing assets like your website and social media campaigns, you can measure the efficacy of omni-channel campaigns for even greater insight via Blix Traffic's Sales Funnel – an easy-to-use marketing attribution software that allows you to easily monitor the performance of your media and marketing spend.

The future of digital marketing is now. Find out more about Blix Traffic today.

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