Staay lets trade fair visitors virtually drive Mini thanks to augmented reality
Staay developed an innovative augmented reality game for Mini as a promotional campaign, which was first used at the Man’s World men’s trade show.
As one of the first AR games in the world, the mini game can be played by four people at the same time, which hundreds of guests did not miss out on.
The game principle is simple: players choose one of four Mini models and drive it virtually around the physical Union Jack-style table. The aim is to get hold of the floating Mini logo on the pedestal in the middle and hold it for ten seconds. This gives you one point, and the player with four wins the game. However, if you are touched by another vehicle, the Mini logo changes vehicles and the hunter becomes the hunted. Various special features such as suddenly appearing holes in the table guarantee a varied gaming experience.
The game was designed and developed entirely by Staay in Zurich. "The biggest challenge in the project was that the planned Apple AR Kit technology turned out to be far too imprecise for this purpose during the project," explains Philip Eggenberger from Staay. The combination of special image recognition software with the in-house game server ultimately enabled the desired precision for the live race on the table.
Responsible at Mini Switzerland: Giusi Brullo (Head of Marketing and Product Mini), Sandra Haberthür (Specialist Events & Sponsoring Mini). Responsible at Staay: Philip Eggenberger (concept & overall management), Gian Andri Bezzola (concept & art direction), Dimo Notarfrancesco (lead programming), Markus Broder (project management), Marc Wegmann, Alex Bifulco, Robin Balan (all programming).
