Volkswagen AG
Rally Simulator & Guiding App - Interactive Roadshow
About the project
Racing spirit, gamification and branding – digitally connected
As part of the “Rally the World” Roadshow, we developed a stationary attraction for Volkswagen AG that combined a rally simulator with an interactive guiding app. The result: an authentic racing experience with a competitive high-score element and shareable content for social media, an activation that seamlessly linked the brand, digital engagement, and visitor experience in a lasting way.
About the customer
Volkswagen AG – one of the world’s largest car manufacturers
Headquartered in Wolfsburg, Volkswagen AG is among the world’s leading automotive groups, renowned for its wide range of models, global brand presence, and innovative marketing campaigns.
As part of the “Rally the World” roadshow, Volkswagen embraced interactive technologies to create an emotional connection between visitors and the brand — while showcasing its latest models in a powerful, engaging way.
Challenge / Problem
Creating an emotional racing experience
The roadshow was designed to give visitors an authentic rally experience, one that went far beyond a traditional vehicle presentation.
Long-Lasting Motivation Through Competition
The experience was designed to integrate gamification elements that inspired visitors to participate again and again, creating a memorable, lasting impression.
Entertainment with haptics
In addition to the digital component, a realistic, haptic driving experience was essential – complete with a steering wheel, seat, and full driving simulation.
Setting the scene for a new model
The current Volkswagen model was to be seamlessly integrated into the experience and emotionally connected to the brand image.
Solution / Procedure
Analysis & concept
Together with Volkswagen, we defined the key requirements: an interactive experience with a gamified character and strong social media appeal.
UX & UI Design
An intuitive interface guided visitors through the experience and made high scores visible in real time — clear, simple, and fully aligned with the brand.
Content creation
High-score displays on external screens created visibility, excitement, and recognition, giving the best drivers their moment on stage.
App development & simulator integration
We developed a custom Windows application that controlled the simulator, calculated the results, and displayed them live.
Gamification & Signage
High scores and rankings were displayed on external screens, boosting motivation, interaction, and audience reach.
Results
Emotional brand experience with a real "racing experience"
Visitors experienced the thrill of rallying first-hand, experiencing adrenaline and excitement that left a lasting impression.
Strong rush of visitors due to the competition
The high-score system made the attraction a crowd-puller - many visitors entered several times.
High interaction & dwell time
Gamification and live rankings encouraged visitors to stay longer, cheer one another on, and contribute to a vibrant, dynamic atmosphere.
New model effectively staged
The vehicle was not only presented, but actively integrated into the experience - as a visible part of the roadshow story.
Content for social media
The attraction generated branded content that was shared directly - Volkswagen thus remained visible beyond the trade fair.
Key learnings & special features
Gamification ensures a lasting effect
Competition and high scores increase interaction and repetition.
Haptics increase immersion
real steering wheel and seat make the difference between play and experience.
Branding integrated into the experience
the car is not just shown, it is part of the story.
Social media connection extends reach
visitors become content creators.
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