January 22, 2013

Audi Canada Reinvents The Test-Drive With World’s First iPad Controlled Slot Car Race
Source: Audi Canada

Challenge:
Allow consumers to put the road hugging capabilities of the 2013 Audi A4 to the test in a new and unexpected way, while highlighting Audi innovation and precision craftsmanship.

Solution:
A one-of-kind experiential event, putting drivers directly behind the wheel of custom fabricated all wheel drive slot cars in
the heart of Toronto's financial district. Using the world's first iPad slot car controller with live in-car camera feed and digital accelerator, the Audi quattro® Experience allowed participants to take the A4 on a heart-racing run around a 140 sq. ft., handcrafted all-season test track.

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Audi Canada Press Release:
TORONTO - With the release of a documentary short today, Zulu Alpha Kilo and Audi Canada have put the final touches on the Audi quattro® Experience. This one-of-a-kind interactive installation put participants in the driver's seat of a custom-made 1:32 scale Audi A4 quattro® slot car for the chance to test their on-track skills.

Using the world's first iPad enabled slot car controller, visitors to the installation were able to take their A4 for a wild test-drive around hairpin turns, down long highway straightaways and through icy mountain passes - terrain that would get the better of lesser vehicles.

The project involved a number of innovations to marry the worlds of slot car racing and technology with the Audi brand:

  • A handcrafted 140 sq. ft. (20' by 7') custom slot car track
  • 3D printed 2013 Audi A4 vehicle shells fit with Audi quattro® all wheel drive slot car chassis and custom in-car cameras
  • Custom iPad app integrating live in-car camera feed and digital voltage modulator to control vehicle acceleration
  • High definition bird's eye view race cam with integrated Facebook, Twitter and YouTube share function

The film, entitled Painting Coconuts, captures the entire build through the eyes of track maker David Beattie of Slot Mods USA. Set behind the scenes leading up to launch of the Audi quattro Experience, the film offers a unique look into Beattie's personal story, his passion for the art of custom track design and the sport of slot car racing. It also delves into his process and the challenges his team faced to execute a project with so many innovative features. The film was directed by Tamir Moscovici (Urban Outlaw) of Industry Films.

Zak Mroueh, President and Executive Creative Director of Zulu Alpha Kilo, said, “This was the perfect opportunity for us to reimagine what a test drive could be, and bring a truly unique and memorable experience to Audi fans.”

Jennifer Dobbs, Audi Brand Marketing Manager, said, “In every way, this innovative experience brings to life our passion for design, craftsmanship and sportiness. It's also a perfect embodiment of the progressive ideals of the Audi brand and our desire to delight our customers in Canada.”

More information, including final race leaderboard and full-length documentary Painting Coconuts, is available online at www.experiencequattro.ca.

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