VW and Snapchat create augmented reality game for GTI fans

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Volkswagen UK and Snapchat have joined forces to launch a mobile phone-based GTI race which uses the latest Augmented Reality (AR) technology. 

Creative agencies Tribal Worldwide London and adam&eveDDB are behind the new Snapchat lens, which from today lets users interact with the GTI race track in the form of a bespoke 3D model of a race circuit visible via their mobile phones.

The track is made up of forests, beaches and cities, which users can race around in their GTI by tapping and holding on the screen. The longer they hold, the quicker the GTI goes, although they have to be careful not to get carried away around the track’s hair-pin corners. Drivers can then go beyond the platform and share their results with friends and competing for the best GTI lap time.

The social media orientated campaign is rooted around the love of Volkswagen’s GTI models – a family of ‘hot hatches’ favoured by petrolheads and everyday drivers alike. 

Geraldine Ingham, Head of Marketing at Volkswagen UK, said: “We’re very excited to see how popular this innovative and fun project proves to be. We know GTI is a much-loved part of Volkswagen’s appeal, and with this great new race track application we can bring the cars to a new generation of fans via their smartphones.”

Ed Couchman, UK General Manager, Snap Inc said: “We are excited to be partnering with Volkswagen to deliver such an innovative AR experience for GTI on Snapchat that has pushed the boundaries of what’s possible.”

To access the new GTI lens via Snapchat simply download the app via the Apple App Store or Google Play. The GTI race track, which can be accessed by scrolling through Snapchat’s VR lenses, is available for a month from today.

Chris Price