Audi's Ambitious Mixed-Reality Game Pushes the Limits of Branded VR

The futuristic activation is a promotional stunt for the automaker's electric car

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Audi is doubling down on the “Tron” part of its E-tron electric vehicle brand with a new “hyper-reality” experiential space that seems to channel the futuristic ethos of Disney’s classic sci-fi adventure film.

Open for just two three-week stints in Madrid now, and later in Barcelona, the interactive space features a series of puzzles and challenges designed for teams of three to four contestants each outfitted with virtual-reality glasses and motion sensors. Agency DDB Spain designed the experience in partnership with production house Glassworks to promote the automaker’s latest electric models.

The

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in