VW and Snapchat create GTI AR

Volkswagen UK and Snapchat have come together to launch the world’s first mobile phone-based interactive GTI race.

VW have connected with GTI admirers and used Augmented Reality (AR) to deliver the latest instalment of the brand’s GTI people’s supercar campaign.

Tribal Worldwide London and adam&eveDDB are behind the new Snapchat lens, which lets users interact with the GTI race track in the form of a 3D model of a race circuit visible via their mobile phones.

The track is made up of forests, beaches and cities, which users can race the GTI around by tapping and holding on the screen. The longer they hold, the quicker the GTI goes, although they have to be careful not to get carried away around the track’s hair-pin corners. Drivers can then go beyond the platform and spread the joy of driving by sharing their results with friends and competing for the best GTI lap time.

Ed Couchman, UK general manager, Snap Inc said, ‘We are excited to be partnering with Volkswagen to deliver such an innovative AR experience for GTI on Snapchat that has pushed the boundaries of what’s possible.’

Jon Cleave, creative director, Tribal Worldwide said, ‘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.’