Volvo Car Australia is leveraging its team sponsorship of V8 Supercars in an innovative way with the launch of a new racing app. The app puts V8 fans behind the wheel in a virtual challenge against Volvo driver Scott McLaughlin on a flying lap of the Bathurst 1000.
The Välkommen by Volvo app uses patented HARK technology from mobile agency Mnet, which cleverly listens out for audio triggers from a second screen and syncs up the application to enable users to control the game on their mobile devices.“We love finding new and clever ways to engage and delight people through mobile.” Said, Kristy Manson, Client Services Director at Mnet.
Following onscreen prompts, users can race their virtual V8 ‘car’ on screen via their mobile device as the app compares their physical actions – braking, accelerating and turning – versus actual hot lap footage of Scott McLaughlin on the famous Mt Panorama racing circuit.
Players who download the app can sign up to be part of a leaderboard, and at the end of the 2016 V8 Supercars racing season have the chance to win McLaughlin’s own Volvo V60 Polestar car worth $87,000. The Swedish carmaker is also giving away monthly prizes of a remote control Volvo S60 V8 Supercar, and family passes to its hospitality at selected V8 events.
“The Välkommen by Volvo app brings the excitement of V8 Supercars right to people’s finger tips in a fun, easy to use way,” said Kevin McCann, Managing Director of Volvo Car Australia.
“We’re tapping into the excitement of V8 Supercars in a unique way that will appeal to fans on and off the track. With his speed and technique on the race track, Scott McLaughlin is the perfect fit for Välkommen by Volvo. Scott is also very tech savvy, and has a big social media following, which fits nicely with our marketing strategy for Välkommen by Volvo.”
Välkommen – Swedish for ‘welcome’ – is part of a broader overarching V8 Supercars strategy with the same name, developed by Volvo in conjunction with creative and experiential agency, Ensemble. “We built the strategy around facilitating experiences that encourages families to share in the excitement, and enjoy time together both on and off the track.” Said Scott Barnes, Head of Partnerships & Activations at Ensemble.
Volvo is promoting the new app across social media channels. The full race, which activates the HARK technology and second screen, can be viewed at www.volvocars.com/au/about/australia/motorsport/valkommen