Nissan “Thrill Street” VR Experience
A fully immersive test-drive built inside a motion-activated VR setup. Result: 2x dwell time vs. benchmarks and measurable brand lift.
A fully immersive test-drive built inside a motion-activated VR setup. Result: 2x dwell time vs. benchmarks and measurable brand lift.
Nissan was launching a new line of vehicles and wanted an event activation that captured the energy, performance, and innovation of its newest models. The goal was to create an experience that:
The experience had to go beyond a basic giveaway — it needed to feel like stepping into the Nissan brand.
BGWG Monster Media designed and developed a fully immersive, touchscreen-driven “spin-n-win” experience that merged 3D visuals, sound design, motion, and physical engagement — all centered around Nissan’s vehicle lineup.
Fans explored a large touchscreen where six Nissan models appeared one by one, each spinning in 3D for a sleek, high-tech showroom feel.
Users interacted with a 3D Nissan tire that spun like a real engine, complete with revs, burnout sounds, smoke effects, and dynamic motion, revealing prizes inside its spokes.
After the wheel stopped, a custom concert-style ticket printed with the prize. Guests brought it to a brand ambassador to tear, adding a nostalgic, old-school experience.
High-Impact Visuals: The 3D spinning cars and interactive tire interface brought a premium, cutting-edge feel that aligned perfectly with Nissan’s vehicle branding.
Multi-Sensory Immersion: Engine sounds, tire smoke, and realistic motion added drama and excitement that kept audiences engaged.
Seamless Digital-Physical Integration: From screen to print to prize handoff, the experience flowed without hiccups, supporting high throughput and repeat engagement.
Brand-Themed Nostalgia: The ticket redemption process offered a tactile, nostalgic twist that added weight to the digital experience and encouraged social sharing.
The Thrill Street Challenge delivered on Nissan’s vision of turning vehicle marketing into an immersive, shareable experience. With a combination of visual wow-factor, real-time interactivity, and physical reward, the activation brought fans closer to the brand — and put Nissan’s innovation in motion, right on the event floor.
