Michelin Virtual Reality Pit Stop Experience – Goodwood Festival of Speed

L3 created a custom Virtual Reality experience for Michelin, bringing together the excitement of World Endurance Championship (WEC) Racing and Michelin’s racing tyres.

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The experience created a custom virtual environment based on Ginetta Prototype G58 racing car and a WEC style tyre change. The physical environment focussed on the actual Ginetta G58, Michelin’s super sticky racing tyres and was hosted by brand ambassadors to create a fun and engaging environment.
Guests were totally immersed in a Michelin branded world, experiencing an up-close activity that only the very select few ever do for real. Long queues and active engagement on social media, linked with the smiles and enthusiasm from participants demonstrated the success of the experience.
Creating a link between the excitement of racing and a manufacturers component in a fun and engaging way can be tricky! Virtual Reality offers us the ability to break down physical barriers and let guests explore beyond our physical constraints in safety, making it ideal for live events.