Cobra Golf Dark Speed
THE BRIEF
After the success of the first AR experience we created for Cobra Golf to launch the Aerojet driver, we were asked to help launch the new Darkspeed range.
The experience was going to launched in stores carrying the new products, with the aim to educate consumers on the new range's features.
THE EXPERIENCE
With the new range having the tagline "out of this world speed", we wanted to create an experience that leveraged the alien-like Salt Flats environment created for the campaign's marketing materials, and somehow bring consumers into that space.
We decided to have the experience start by revealing a satellite image of the user's location (likely the outside of a mall or retail store), to establish a starting point to the journey into Darkspeed world.
The image would then zoom out, showing more of the surrounding area as it lifted all the way through the clouds, into space, eventually landing on Darkspeed world, where the full range of products would be on display to explore.
THE DESIGN
We knew we wanted the landing page after scanning the in-store QR Code, to be immediately compelling and draw consumers in. We achieved that by creating a vertical scrolling interaction, teasing the golf driver and highlighting the key features of the new range.
It was after that introduction that users could then see the play on their location with satellite imagery, finally leading to Darkspeed world.
As the Darkspeed environment for the campaign had originally been created from photos of the Salt Flats, we decided to recreate it using Unreal engine, so we could export a 360° panorama of it to feature in the background of the immersive web experience.
On top of this environment we then had the 3D products rendered in real-time, and ready to be interacted with to explore different angles and an exploded view, highlighting the new inner components.
The UI was inspired by sci-fi and heads-up displays graphics, with some elements showing real-time data to increase the dynamic feel of the experience.
THE TECH
We developed the experience using HTML & WebGL with a custom 3D rendering engine.
The initial intro with the satellite imagery was a mix of real-time map tiles pulled from a 3rd-party service, which seamless transitioned to a polished sequence with the clouds, view of the globe, and lightspeed travel to Darkspeed world.
We used gyro-tracking to support the 360° exploration of the immersive environment, and multitouch gestures to dive deeper into the products' features.
