Take on the Machine

In 2010 the tC was updated for superior performance and handling. To introduce the upgraded model, we took a cinematic approach and treated the campaign like the launch of a Hollywood blockbuster. A series of teaser ads kicked off the campaign, showing only glimpses of the all-new tC. For launch we ran a 60 second 3-D spot in cinemas. We paired the trailer with in-lobby 3-D lenticular posters. We also created an augmented reality experience where users could take on the machine themselves. We immersed gamers in a futuristic environment using a marker from tC print spreads. Players could virtually place their hands on the steering wheel of a tC and navigate around obstacles in a high-speed race for the fastest time. The site tracked and assigned bragging rights to the top 100 players.

The spot was nominated at the 3-D Creative Arts Awards and the site was recognized as an FWA Site of the Day, received a Webby nominee and a Merit from the 2011 One Show.