ROCKLEIGH, NJ - It's an innovation from Volvo that's so "virtually" real you'll be able to practically feel the seat warmers on your bottom and the leather steering wheel in your hands. On Saturday, March 12, Volvo Cars of North America (VCNA) will offer for one day only an Augmented Reality (AR) S60 driving experience iPhone and Android app that activates when visiting YouTube.
Beginning today, individuals can download Volvo's S60 Augmented Reality app on iPhone® or Android. Then, tomorrow (March 12), they can visit the YouTube homepage on their computer and experience the Volvo AR driving game. This campaign, created by Euro RSCG New York, marks the first YouTube masthead ever created with an AR experience of any kind. It is also the first AR game accessible through a mobile app in conjunction with a YouTube masthead.
AR allows Volvo to overlay digital information on top of the traditional YouTube masthead to provide the user with more information and a richer experience, in this case, an exclusive Volvo S60 driving game. While users without the app will see a traditional Volvo masthead on the YouTube homepage, users who downloaded the app will be able to race a Volvo S60 through their phone on the YouTube page, experiencing a whole new Volvo world. All consumers who download the app and play the AR driving game will also be entered to win a tablet.
"This ground-breaking initiative is significant to the Volvo brand as it allows us to engage with consumers in a fun and interesting way and continues to position us as a true leader in the digital space," said Linda Gangeri, National Advertising Manager, Volvo Cars of North America. "By creating a driving game, we're focusing on the newest and most exciting addition to the Volvo lineup, our new sports sedan, the Volvo S60. This car showcases our new design DNA, our exciting driving dynamics, and our legendary Volvo safety."
Volvo's digital and media agencies of record, Euro RSCG New York and Media Contacts are responsible for the development and placement of this campaign, respectively.
"This effort is further proof of Volvo's commitment to innovation in the digital channels," said Jeff Brooks, CEO of Euro RSCG New York. "We're very fortunate to have a client like Volvo who is constantly experimenting with new ways to enhance brand and consumer interactions."