In 2022, the Los Angeles Auto Show coincided with the World Cup and two U.S. Soccer Men’s National Team games. It was also Volkswagen of America’s re-introduction to International auto shows.
The GPJ design team, in collaboration with Volkswagen of America and VW Germany, got to work creating a space that was infused with the global VW brand while also honoring VW’s role as Presenting Partner of the U.S. Soccer Men’s National Team.
We started with multiple areas for engagement and increasing dwell time, with a focus on electric and future forward vehicles.
Bleacher seating gave attendees a front row to the soccer games that were playing on a huge LED screen while the show was in session. Foosball and other games increased dwell time, as did a remotely controlled RC racing game featuring 1:10 scale model ID.4 and Golf GTI vehicles. GPJ partnered with Sigma Intagrale to develop the custom model cars and software, which raced around a 20’x30’ model track in the LACC atrium, and were outfitted with small video cameras. Show attendees drove the RC cars remotely from custom ID.4 and Golf GTI seats in the Volkswagen booth, using video footage to navigate their way around the track. Secondary screens in both locations allowed other attendees to connect the two experiences and follow the fun!
We partnered with sister agency Spinifex Group on VW’s new head-to-head trivia game, played hourly, which tested onsite attendees in their VW general knowledge, history, and fun facts about the brand and product. Giphy stickers for Instagram focused on VW and U.S. Soccer, and an Instagram Live segment with VW brand ambassador and professional race car driver Tanner Foust was produced. Both of these were a collaboration with another sister agency, Praytell.