We brought a typically ‘online’ technology to a social ‘offline’ environment.It worked like this: Drink coasters were printed with Ford and Holden Supercars from the video game, and delivered to select sport pubs across Australia. Motorsport fans could choose between the Holden or Ford coaster to pledge their loyalty to that team. They then bring the coaster to the Augmented Reality (AR) booth, and align the car with the video camera in the booth to bring the car to life in 3D on the screen. The game trailer was on a constant loop on a video screen above the AR screen with a retail end-frame urging Motorsport fans to go into store and buy the game.

With only four AR booths placed in rotation across 12 pubs for one week each, we achieved over 50,000 interactions.By identifying a digital platform where Motorsport fans could express their rivalry together, we made social networking – well, social.Also, 70% of people reached for the Holden car, versus 30% for the Ford. We can use this statistic in future campaigns to reinvigorate the rivalry.Forza 3 was the number one selling game across all consoles on its week of release and went on to sell more than 10% over set sales targets.