VR CYCLING:
Always eager to stay in the forefront of technology, Lexus wanted to step up their interactions at their annual cycling sponsorships. On the heels of having developed a very successful first-to-market VR driving experience for Lexus, their agency of record, Team One, turned to ASV to bring this idea to life as well.
Simultaneously customizing a 20’ shipping container to hold and transport their entire cycling display, our VR activation had to fit within it and not take up too much space when it traveled, so our team sprung into action creating just that. We started with a Specialized road bike and swapped the rear wheel for a trainer “fly-wheel,” built a custom application that that both monitored the user’s speed but also added tension to the fly-wheel to simulate going up hills. A beautiful CG mountain road environment was created, complete with trees, butterflies and the sounds of nature. Cyclists raced against a peloton of other virtual racers, competing for time to get to the finish line, a roughly 2 minute experience.
Our custom application also triggered a photo of the rider, both in VR and in real life, then paired both views for a fun take-away.
CYCLING TOUR:
Lexus charged ahead in 2017 with their cycling sponsorship and continued partnerships with several cycling programs. To captivate avid cyclists and fans alike, ASV had to dream up a look for the cycling programs that not only spoke to the Lexus brand but also met the needs of the cycling environment.
Each cycling program is unique in their needs and complexity. Assets had to be created to solve the needs of each of these programs modularly. Some programs use a simple 20’ x 20’ set up while others require a more mobile solution. ASV created an arsenal of assets that can be reused and reconfigured for the needs of each program. To create mobility, ASV outfitted a 20’ shipping container to be a mobile display that sets up and comes down daily. This was used for some of our longer cycling tours.
ASV successfully activated several programs for Lexus’ cycling programs in 2017. From a simple Gran Fondo weekend, to a week-long pro competition, ASV created a captivating space where thousands were able to engage with the vehicle, try the VR cycling challenge and rest and recharge.
