Formula Brain
Open the game- Brand
- Vodafone
- Year
- 2018
- Objective
- Engagement
- Industry
- Telecom
- Mechanic
- Racing
- Platform
- VR
- With
- Monks
- With
- Vodafone
Objective
Vodafone sought to demonstrate the transformative power and real-time capabilities of its 4G network through an immersive brand experience. The campaign aimed to showcase how advanced connectivity could enable innovative consumer engagement at scale, positioning the brand at the intersection of technology and entertainment.
Solution
Formula Brain was a two-stage VR racing experience deployed across 12 Vodafone stores in the Netherlands. In the first stage, store visitors wore Emotiv EEG headsets and controlled an F1 car in a Samsung Gear VR environment by modulating their mental focus—switching between relaxed and concentrated mental states to accelerate the vehicle on a custom 3D racetrack. Top performers were invited to a live event at Midland Circuit, where they controlled a real Formula 1 car using the same brain-control technology, with their brainwave signals transmitted in real-time via Vodafone's 4G network.
Results
The campaign crowned one winner as 'King of Formula Brain' who received a ticket to the 2018 Grand Prix of Austria at the Red Bull Ring. Specific participant numbers, reach, or engagement metrics were not publicly disclosed.
