In 2017 Shell are sponsoring the 2017 Virgin Australia V8 Supercars Championship season and specifically Dick Johnson Racing (DJR) Team Penske. A primary objective was to convert passionate race fans to the Shell V-Power through live activations on race day at key V8 supercar events.
To bring the sponsorship to life, Shell and Traffik Group teamed up to launch an Australian first; The Shell V-Power VR Pit Stop - a multi-player virtual reality pit stop experience at Clipsal 500 Adelaide. Acting as a pit stop crew of 4, the objective of the game was to get 2 x V8 Supercars through the pits in the fastest time, changing tires and replacing brake pads. The team who topped the leaderboard were rewarded with Shell fuel vouchers and awarded the V-Power Pit Stop trophy. The V8 Supercars core demographic is primarily made up of V8 enthusiasts so it was paramount the experience was authentic and technically accurate. Traffik Group worked tirelessly with DJR Team Penske engineers to ensure gameplay was as true to life as possible. The use of VR VIVE hand-controllers allowed gameplay to accurately replicate the real procedures and processes undertaken by professional pit stop crews.
Obviously, the reach of an activation is limited to attendees at the event. A core part of the brief was to increase reach outside of the activation and into social channels. This objective was intrinsic to how the activation was planned and built. The VR activation was deployed inside a large 5m x 5m green-screen box with surround sound and diffused lighting. Individual cameras filmed each player, capturing key moments within the experience. An automated custom software application cut each player’s footage into a pre-existing hype reel after each game. A personalized mixed-reality reel was then sent to each player to share on social channels within moments of leaving the activation. Gameplay was broadcast from inside the green-screen box to large screens around the activation for passers-by to watch and generate further engagement.
The activation was launched with V8 Supercar champions Fabian Coulthard and Scott McLaughlin being the first players to go through the experience. Media and local influencers such as Tyson Goldsack from Collingwood Football Club were also used to amplify reach and awareness. Coverage was picked up by Channel 10, Channel 9 and relevant industry bodies such as Supercars, Speed Café and a plethora of tech and VR publications. The results spoke for themselves. Over 800 players participated in the experience over 3 days, with over 70% clicking through to their personalized reel and over 25% of people sharing their content on social, resulting in a combined reach of over 1.4 million impressions. The V-Power VR Pit Stop will be activated again at the V8 Townsville 400 and the Bathurst 100 later in the year in Australia, and at Goodwood and Silverstone racing festivals in the UK. Shell Global also recently requested the experience be taken to New York for the Global Shell Corporate Conference in July as a Best in Class example of experiential brand activation.
Design : Erik Bernacchi, Lauren Hernandez, Alex Dalby
Backend web/video: Josh Wright
Frontend + MR : Mark Mulligan, Jack O'Shea,
Audio : Craig Saunders
3d modeling : Alex Faiad, Warren Powell
Production Manager : Ben Sewell
Business Director : Jake Ford
Digital Director : Dave Loughnan
Producer : James K Neale
Social Director, Edelman - Alex Lefley
PR Account Manager, Edelman - Bella Kwiatkowski