AlmapBBDO Brazil created a neat interactive meets experiential campaign earlier this year for Volkswagen’s new Amarok (most of you guys will have seen this campaign?). Essentially the idea was to create a virtual test drive that people could experience live from their home or office.
So, they setup a huge outdoor test track, along with a seemingly automated car (which I’m sure was just a driver following instructions!) that takes your virtual test drive directions over the phone while you watch it live on your computer.
The campaign had over 300 live test drives, 500,000+ unique site visitors and generated 7,392 online purchase intentions during the campaign period (which is suspect are brochure requests / test drive bookings).