CES is one of the largest, most anticipated consumer electronic shows each year. OnStar wanted to communicate all of the new features and functions on vehicles. Multiple stations would immerse participants, from connectivity to safety to wi-fi. How do you cover so much information and educate consumers at one of the most competitive, crowded and distracting shows ever? Virtual Reality had recently emerged as a new medium for storytelling, and PIXO Group was already developing for the early Oculus. While VR, as an emergent tech, is a draw, there also has to be a communicative purpose that enhances brand strategy and engages customers.
Creating spaces for content is a challenge, and giving the user the option to either passively or actively engage with that content, is an additional one. OnStar wanted to ensure their high quality content was well-represented within the virtual environment. Because this is CES, OnStar needed to keep the massive crowd engaged in the middle of an overwhelming day. Innovative tech must command attention, transport the participant and teach them something about the product. The experience needed to guide the user through it, but maintain the flexibility of decoupling if they wanted to explore the world themselves.
PIXO Group created a VR experience with multiple stations. Our team did R&D on plugin capabilities, in order to create the best content aggregator for their information. The stations could either be on-rails or free roaming – meaning that the user had the choice to be guided through the experience or explore on their own in the virtual space. All of OnStar’s content had its own place, including their animated explainer videos. After the user experienced all of the main content, there were additional features that were unlocked: the main “Easter egg” was looking at the satellite, triggering the user being beamed up to it!
OnStar saw nothing but a sea of people in line the entire week of CES. They couldn’t wait to try out the experience, and all of the information was conveyed to users in a clear and coherent manner. OnStar showcased their commitment to innovation, by becoming an early adopter of virtual reality for experiential marketing.