To help launch their much-anticipated new line of electric vehicles, Mercedes-Benz wanted an exciting way to engage guests at their beautiful space at the US Open. Gen City Labs worked with Engine Shop to deliver a stunning interactive experience that ‘energized’ guests and brought them closer to the premier brand. By creating a competitive tennis game set on a CG version of center court at the US Open, guests were immersed in the ultimate ‘powered-up’ experience.
The activation utilized specially made tennis rackets with built-in motion tracking sensors which allowed guests to play the competitive game in real-time using real tennis gestures. The experience started with a tutorial to teach guests the ‘serve’ and ‘volley’ gestures needed to play, and then moved into a best-of-5 match. Four ceiling-mounted IR sensors surrounded and aimed down at the play area tracked the players’ racket movements and fed the data into a custom-built Unity application. The game itself was visualized on two large LCD screens, one in front of each guest, which also drew in viewers wanting to play a game of their own. Simultaneously, corresponding abstract visuals shot across and exploded on a giant LED wall which filled the space with dazzling effects and drama for onlookers. After the game, guests could then record their own ‘celebration’ video in front of a branded backdrop, which they could then share on social media.
With over 2600 fans going through the experience and a 50% share rate on social media, the activation was a huge success. By helping to generate buzz around the Mercedes-Benz brand and their new line of vehicles, and by generating lots of new leads, everyone involved was thrilled with the results.
Gen City Labs implemented the UI Design, Front End Development and Technology Integration on this project.