A brief selection of some campaigns in the automotive industry from 2008 to 2015. It spans from production to billboard campaigns and event shows

1. AUGMENTED REALITY &
AUTOMOTIVE
Case Studies

2. • Date: Q4 2014
• Device: Samsung GearVR
• References:
• YT
• luxuo.com
• timeslive.co.za
• Yahoo News
Race simulator roller coaster style. Presented at a side
event at the Zurich Film Festival. Lacks interaction with the
user, a polished design and a clear goal.

3. • Date: Q2 2014
• Device: Oculus
• References:
• YT
• audi.co.uk
• Making Of
• Yahoo News
“Using state-of-the-art Oculus Rift technology, we gave
Audi fans visiting the Goodwood Festival of Speed the
chance to experience what it would be like to be in
the passenger seat as racing legend Allan McNish
raced around Silverstone”

4. • Date: Q1 2015
• Device: Tablet
• References:
• YT
• autoblog.com
• theverge.com
“the Ferrari AR showroom app, software that uses 3D
tracking technology to recognize real-world cars and
superimpose shapes, colors, and videos onto their real-
time images.The app lets customers in Ferrari
showrooms hold a tablet in front of their chosen vehicle
and virtually change the rims, brakes, and paint job,
building a custom specification for their new ride without
the dealership needing to order it in.”

5. • Date: 2013
• Device: Tablet (Image)
• References:
• YT
Play with your 500s on a predefined track. Control
your car speed and ensure it doesn’t fly away.
Nice gadget for a couple of minutes. Lacks an after
experience call to action. Linked to a german
newspaper.

6. • Date: 2006-
• Device: CustomVR/AR
• References:
• YT
• motrolix.com
Ambitious and long running project by Ford.An
environment in which designers and engineers can dig
into their creations as if they were in the same room.

7. • Date: Q4 2014
• Device: Oculus
• References:
• YT
• engadget.com
Lexus RC F simulator. Quite unsure on how the
experience really resembles driving the real car.
Lacks a polished design in the user interface and 3D
quality.

8. • Date: 2012
• Device: Schermo
• References:
• YT
• bestmediainfo.com
Mahindra XUV500 launch event. Similar to the famous
natgeo campaign it shows a cheetah interacting with
the car (but not with the crowd) on a big screen in
which the crowd sees itself. Suffers from the lack of
interaction and the mirror effect which breaks the
illusion and the immersive experience.

9. • Date: 2011
• Device: Tablet
• References:
• YT
• Official
Explore, customize and get to know a C-Class
mercedes sport as if it was on your desk in front of
you.
Nice interaction and design.

10. • Date: 2008
• Device: Desktop (Image)
• References:
• YT
One of the first AR campaigns. Using a webcam and
a printed paper it gave the wow experience of
holding a mini in your palms.

11. • Date: Q3-4 2015
• Device: Custom Glass
• References:
• omniauto.it
• forbes.com
• gizmag.com
• recode.net
A Qualcomm (Snapdragon eVuforia among others)
partnership.A custom glass device designed by BMW
itself that show info as nav instructions, car status,
speed,..
It is still a prototype.

12. • Date: Q2 2014
• Device: Oculus + Sedia Sim
• References:
• computerworld.com.au
• Official
• vrfocus.com
CrashTest Dummy simulator. Experience the test in
first person. Developed by NRMA insurance company.

13. • Date: 2014
• Device: Camera 360° +
Tablet
• References:
• YT
• Official
• businessinsider.com
Using a 360 degree camera on the roof and others in
the cockpit you might grasp the feeling of being a
passenger of a Subaru Rally car.

14. • Date: Q2 2014
• Device: Oculus Rift
• References:
• YT
• archvirtual.com
At the 12th Auto Expo 2014 attendees were given
the opportunity to drive a Suzuki Swift down a steep
road in the Himalayan region.

15. • Date: 2012
• Device: Tablet
• References:
• vimeo.com
• digitalbuzzblog.com
• volvotv.it
At the Geneva Auto show in 2012Volvo gave the
users the opportunity to look inside theVolvoV40.
The app cleverly used reliable 2D image markers to
mimic a 3D augmented reality experience.

16. • Date: 2012
• Device: Cardboard + Oculus
• References:
• YT
• Official
Experience aVolvo XC90 from the passenger point of
view. Even with the Google Cardboard if you can’t
afford an Oculus or don’t plan to buy it in the near
future. Lack of interaction but nicely designed.

17. • Date: 2010
• Device: Desktop
• References:
• marketingmagazine.co.uk
“The campaign, created byTribal DDB London and
Proximity London, drives people to theVolkwagen
website where they can see an augmented reality
version of the Golf.”.
Augmented Reality animated infographic for the Golf
Match.

18. • Date: 2011
• Device: Tablet
• References:
• YT cartelloni
• YT flyer
VW Beetle campaign linked to both billboards in the
street and flyers.The former displayed wow
animations when targeted.The latter are supposed to
used in a more relaxed environment, one that let you
explore an interactive 3D model of the car.

19. • Date: 2012
• Device: Tablet
• References:
• bestadsontv.com
• modular4kc.com
“The café is peppered with AR markers on each of
the appliances that are in the Café space.When an
iOS device is pointed at any of the markers the AR
experience comes to life and shows a comparison
between the appliance, and how far you could drive
the Golf based on the amount of juice that appliance
uses in a day”

20. • Date: Q3 2013
• Device: Tablet
• References:
• metaio.com
• autoblog.it
• digitaltrends.com
“ What is known as the MARTA (Mobile Augmented
RealityTechnical Assistance) system, which was
developed together with the company Metaio GmbH,
shows real and virtual parts in three-dimensional
relation to one another.”