Scirocco Cup AR Game | Volkswagen
Axis3D created an AR racing game with Volkswagen Scirocco Cup, letting readers enter virtual tracks via webcam. The project drew tens of thousands of participants and won a Bronze Lion at Cannes Lions 2011.
Client Background
Volkswagen is a leading German automotive brand and one of the world’s top four car manufacturers. With strong influence in the Chinese market, it is committed to integrating innovative technology with brand marketing.
Client Needs
To boost engagement with the Scirocco Cup and attract younger audiences, Volkswagen sought to create a marketing campaign combining interactive technology, impactful visuals, and realistic driving experiences—enhancing both brand image and user participation.
Our Solutions
AR-enabled paper steering wheel as game controller
Webcam-based virtual Scirocco driving experience
Multiple tracks, car colors, and music for immersive gameplay
Outcomes
The campaign drew over 50,000 AR participants and won the Bronze Lion at the 2011 Cannes Lions, creating global buzz and marketing value for the Volkswagen Scirocco Cup.
Technologies & Equipment
AR D’Fusion augmented reality engine
Webcam-based interactive simulation system
Printed interactive design (steering wheel)
Flash interactive game development (platform at the time)
Multi-track audio and scene-switching system