Michelin Augmented Reality application – Goodwood Festival of Speed

L3 designed a custom Augmented Reality (AR) application to allow visitors to explore Michelin’s tyre range and understand the benefits of each tyre for their specific type of vehicle.

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Utilising AR animations to tell the story of the tyre, data overlays to reinforce the key benefits and the ability to explore the model, gave users a truly insightful way of making more informed tyre choices, while having ‘’hands on’’ fun.

The application was integrated to back end systems, allowing guests to email their favourite choices to themselves or friends, while also entering a prize draw, taking fun and exploration through to a clear call to action for the guest.

Augmented reality was specifically chosen for this feature, as it allows visitors to engage with the brand and explore in an interesting and fun way. This type of engagement brings content to life and builds on the value of physical interaction with a brand, which is so important for face to face interactions and events.

One visitor commented “It’s great to see technology used in such a practical way” and that it really helped them “understand the different tyre choices” for her car.