Dodge Created an Augmented Reality Driving Game Targeting Younger Drivers
Laura McQuarrie — December 2, 2023 — Marketing
On Dodge's Instagram profile, there's an augmented reality driving game that fans can play, giving them the power to take a Dodge Hornet for a virtual test drive. The AR driving game was created by auto manufacturer Stellantis North America, mixed reality company Areyes and creative consultancy Huge to promote the new Dodge Hornet models.
The AR mini game puts an Instagram user's face front and center, and uses the tilt of their head to drive the vehicle. Players only have a short burst of time to collect icons and power-ups, all the while avoiding speed bumps that will reduce their speed.
This interactive driving game speaks to a young, tech-savvy audience, as does the Dodge Hornet R/T and the Hurricane4 Turbo-powered Dodge Hornet GT.
The AR mini game puts an Instagram user's face front and center, and uses the tilt of their head to drive the vehicle. Players only have a short burst of time to collect icons and power-ups, all the while avoiding speed bumps that will reduce their speed.
This interactive driving game speaks to a young, tech-savvy audience, as does the Dodge Hornet R/T and the Hurricane4 Turbo-powered Dodge Hornet GT.
Trend Themes
1. Augmented Reality Gaming - The use of AR in driving games, such as Dodge's Instagram game, appeals to tech-savvy younger drivers.
2. Interactive Advertising - The creation of interactive games as a promotional tool, like Dodge's AR driving game, engages consumers in a unique and immersive way.
3. Mixed Reality Integration - The collaboration between auto manufacturer Stellantis, mixed reality company Areyes, and creative consultancy Huge demonstrates the potential for integrating mixed reality technologies into marketing strategies.
Industry Implications
1. Automotive - The use of augmented reality driving games, such as Dodge's Instagram game, presents new opportunities for automotive companies to engage with younger consumers.
2. Advertising - The integration of interactive games, like Dodge's AR driving game, into advertising campaigns allows brands to create more engaging and memorable experiences for their audience.
3. Marketing - The collaboration between Stellantis, Areyes, and Huge in creating Dodge's AR driving game showcases the potential for mixed reality technologies to be incorporated into innovative marketing strategies.
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