Audi SuperQ VR

Objective

Audi sought to create a competitive racing experience that would engage fans during the 2017 Audi Cup by allowing them to test their driving abilities against Rallycross World Champion Mattias Ekström. The activation combined cutting-edge VR technology with live venue presence at the Allianz Arena in Munich, creating a memorable brand moment that showcased both the performance capabilities of Audi vehicles and the thrill of professional racing.

Solution

SuperQ VR placed participants in a driving simulator with an actual Audi steering wheel, pedals, and manual handbrake, where they competed to match or beat Ekström's recorded lap time on a recreated circuit. The circuit was based on Ekström's real racing line in Riga, captured via GPS data and digitally reconstructed for the VR experience. The two-month development process involved GPS data mapping, precise 3D circuit recreation, and physics simulation tuned for authenticity. The experience was housed inside the Allianz Arena stadium during the Audi Cup 2017, where spectators could witness both the live event and participants' VR performances.

Results

The activation engaged approximately 75,000 spectators at the Audi Cup. Participants and professional drivers, including Le Mans winner Dindo Capello, praised the realism of the simulation, particularly its handling mechanics and sensory feedback.