Mercedes: Virtual vs Reality
7 September 2011: In an effort to attract a younger audience, Mercedes Benz played host to a virtual vs reality racing initiative at Mercedes Benz World, offering fans the chance to compete against F1 driver David Coulthard. The British racing star will drive 10 laps of a racetrack in a real Mercedes Benz SLS AMG while six competition finalists will race him on the same track in real time via PlayStation3 gaming pods using Gran Turismo 5. The fan with the fastest time wins a trip to the Brazilian F1 Grand Prix.
According to David George, marketing director at Mercedes Benz, this initiative is a standalone piece in terms of concept. “We’re making use of the assets we can create, taking a content idea and exploiting it across multiple channels to maximize the exposure to a broader younger audience.”
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