ID.4 AR Racing

Objective

Volkswagen aimed to launch the ID.4 by creating an engaging, interactive digital experience that would build excitement and consumer connection through innovative augmented reality technology positioned as a game rather than traditional advertising. The initiative also aimed to keep fans and customers engaged during COVID-19 lockdowns, when audiences were stuck at home.

Solution

Fake-Up, in collaboration with Spinifex Group and dev partner Gimbal Cube, developed a web-based augmented reality slot-car racing game — built on the 8th Wall WebAR engine, requiring no app download or special hardware — where players placed a 3D track, its layout shaped by VW/ID.4 branding, in their physical space and raced a miniature VW ID.4 against other simultaneous players in real-time multiplayer competition. The game offered two modes: a four-lap race against the leaderboard and an endurance challenge tied to battery management, linking the mechanic to the ID.4's EV identity. Gameplay mechanics included speed control through corners to optimize lap times, collectible power-ups and bonuses, integrated ID.4 features and vehicle messaging woven throughout, an occlusion effect that made cars appear to dip below the physical surface and re-emerge, arcade-style leaderboards tracking race times and player initials, and personalized animated scorecards paired with a social content suite for sharing results across VW's channels. A companion AR showroom, also part of the campaign, let shoppers customize colors and features and virtually step inside the vehicle. The implementation used Cinema 4D, Photoshop, and After Effects for production, with instant loading optimized across a wide range of devices; a six-person team worked under Fake-Up's creative direction.

Results

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