Audi R8 Blink

Interactive WebGL video experience with webcam enabled eye-tracking to count the number of times the viewer blinked.

The Audi R8 is not only beautiful to look at, it is also insanely fast and its launch was a very significant moment for the Audi brand. It was Holler’s responsibility to deliver an experience that would not only do it justice, but excite even the most adrenaline hungry supercar fanatics.

Constraints & challenges

The immediate challenge was coming up with a concept that would live up to and exceed the expectations of rev heads. The challenges facing the team after that were actually delivering the experience in a way that would transcend context.

This thing had to run on any modern device, whether it be mobile or desktop, had an element of eye tracking, light control, and was sprinkled with some extremely high quality imagery. Note: When building an experience for a supercar, speed is a big consideration.

The Solution

An interactive video experience with webcam enabled eye tracking to count the number of times the viewer blinked. Note: results may vary.

For a peek into the experience, the video can be found here:
http://www.holler.com.au/work/audi-r8-blink

My Role

Designing the User Experience for all devices, UAT, on-going strategy, and optimisations.

At a glance

  • Responsive: Fully responsive immersive webGL experience
  • Engaging: The average time spent in the experience was 8.16 minutes
  • Effective: Return on investment in the first month alone was 390%


Successes

We were fortunate enough to generate a great list of accolades for this campaign:

  • Spikes Asia Bronze Spike
  • Spikes Asia Shortlist x3
  • The One Show Shortlist x2
  • FWA Of The Day
  • AWWWARDS Honorable Mention
  • Webby People’s Voice Award runner up