To help launch their much-anticipated new line of electric vehicles, Mercedes-Benz wanted an exciting way to engage NFL and MLS fans at their beautiful world-class stadium in Atlanta. Gen City Labs worked with Engine Shop to deliver a stunning interactive experience that physically tested guests and brought them closer to the premier brand. By creating a competitive endurance game set on a CG version of the stadium’s field, guests were immersed in the ultimate ‘powered-up’ experience.
The activation utilized special cameras that could detect users movements in real-time as they controlled an on-screen avatar as it raced down the field. As they moved down the course, guests jumped and dodged obstacles much like professional football and soccer athletes train. The energy and speed of each guest was tracked by huge LED strips that ran from the top of the wall, up across the ceiling and then down to one of the flagship vehicles. After completing the competition, guests could then record their own video celebration with animated stats, which was instantly shareable on social media.
Since the stadium is home to two professional teams across two sports, the game could be easily switched to represent either sport and team, with corresponding branding, field and obstacles. Bringing in hundreds and hundreds of fans per football and soccer season, the activation was a major success that brought further awareness to the brand and engaged sport fans in an incredibly fun and memorable way.
Gen City Labs implemented the UI Design, Front End Development and Technology Integration on this project.