Having built several 2D race games for Lexus in the past, our clients asked us if we could create a new racing experience that used the then cutting-edge Oculus Rift virtual reality technology to show off the new Lexus 2015 RC F. With the car’s release still months away, they were hoping for a new, creative way to allow people to get in the car and take it for a drive. With an incredibly aggressive timeline of roughly 8 weeks, we got right to work.
We developed a new 3D virtual reality racing experience that allowed us to fully envelope users inside this dynamic new car and offer them a chance to virtually take a lap around a custom designed track. Users could see every detail, giving them the ability to look in 360 degrees to check out the vehicle’s gorgeous interior, including the back seats, the dashboard, the center console or even out the window, before taking the car for a spin.
The RC F Rift positioned Lexus as first to market with an Oculus virtual reality race game. Dozens of media outlets featured this exciting activation, which translated into millions of impressions. Everywhere it went, people flocked to it for a chance to experience the new RC F and the exciting Oculus technology.
